FOR THE FIRST TIME THERE’S PROOF WE CAN END HIV. BUT TO MAKE THAT A REALITY, WE NEED TO CHANGE THE BEHAVIOUR OF A WHOLE COMMUNITY. HOW CAN DESIGN STRATEGICALLY ACHIEVE THIS?
ACON understands that if at-risk groups test more frequently, treat early and engage in safe sex, we can virtually eliminate HIV transmissions. Taking a human-centred design approach and working collaboratively with the client, we developed a strategy anchored in a deep understanding of the audience, their attitudes, needs, frustrations and motivations. From this foundation we set out to design an over-arching campaign that has been launched as a series of creative executions since 2013. The aim of the campaign was to disrupt stereotypes and ultimately inspire behavioural change to end HIV transmissions by 2020.