Project Overview
Frost* covered Sydney in condoms, with a campaign created for the AIDS Council of NSW (ACON). The Stay Safe campaign was one of three components of Ending HIV (which also includes Test More and Treat Early to be deployed early 2014) and was aimed to create a dialogue with gay men that would reinforce condom use as a key factor for ending the HIV epidemic.
Project Commissioner
Project Creator
Team
Agency: Frost*
Client: Acon
Executive Creative Director: Vince Frost
Creative Director: Anthony Donovan
Designer: Graziela Machado
Account Director: Charlotte Brady
Project Brief
ACON, NSW's and Australia's largest community-based gay, lesbian, bisexual and transgender (GLBT) health and HIV organisation, wanted to build on the success of Ending HIV phase one, by engaging with gay men about condoms.
Project Innovation/Need
In addition to testing more and treating early, condom use is a vital aspect of a broader project that aims to end new transmission of HIV in Australia by 2020. 30 years into the epidemic, condom reinforcement messages have generated ‘HIV fatigue’ amongst the target audience. This was the time to reposition condoms, not only as the best way of protecting yourself and your partners, but as importantly, to serve the bigger cause of ending the epidemic by 2020.
Design Challenge
Our response was to create an outdoor campaign that would saturate inner Sydney and use humour to make the topic of condoms fun and engaging. The bold, black and white, typographic aesthetic of the earlier Ending HIV campaign was retained for the Stay Safe work. For this initiative, it evolved with the addition of illustrative condoms slipped over some of the letterforms of amusing headlines, with the condoms becoming part of the campaign’s visual language.
Effectiveness
Recall:
• 70% of survey respondents recall seeing the advertisements
Engagement:
• 51% described the campaign as eye-catching and modern, followed by clever and colourful.
• 60% thought the campaign was better than any previous HIV advertisements.
Communication:
• 87% thought the advertisements message was about using condoms.
Impact on health information seeking behaviour:
• A very high 40% visited the website or Facebook page.
Persuasion:
• 81% agreed that condom use is crucial to ending HIV.
• 51% reported feeling more positive about condom use.
• 60% among those who had visited the website or Facebook page.
• 42% agreed the ads have reminded them to test more.
• 60% among those who had visited the website or Facebook page.
Advertising - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communication including traditional and digital signage intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
More Details