Project Overview
As part of the ending HIV epidemic by 2020 in NSW, we developed a campaign timed to coordinate with 2013’s Sydneys Mardi Gras.
Australia signed on the new global HIV prevention targets set by the UN, and has set bold new HIV reduction and prevention targets locally. The new goals seek to achieve virtual elimination of HIV transmission among the gay community (currently accounting for ¾ of new infections in NSW) by 2020.
This campaign is the 1st large scale gay community engagement and mobilisation platform to embody the NSW HIV Strategy 2012-2015: A New Era, launched by NSW Health on December 1, 2012.
Project Commissioner
Project Creator
Team
Creative director: Vince Frost
Design director: Carlo Giannasca
Designer: Vince Frost & Graziela Machado
Account Manager: Charlotte Brady
Client: ACON
Project Brief
The brief from ACON asked us to create a highly visible campaign spanning film, print, digital and outdoor executions, to support and drive the achievement of these goals. ACON asked to create a multi phased program, commencing with an awareness campaign in the lead up to Mardi Gras and resolving with a call-to-action phase at the end of March.
The awareness campaign encompassed a takeover of Sydney, the eastern and inner western suburbs, with city lights and bus shelters, as well as digital ads, social media and an educational film, focussing on the message that ending HIV is now possible.
Project Need
The creative was inspired by the iconic ‘CHOOSE LIFE’ t-shirts worn by 1980s band Wham with the idea centred on mobilising the gay community with this very important message, in a very simple and bold way and uses the iconography of revolutions and protests as a direct reference. The creative was also rolled out across promotional merchandise including t-shirts, shorts and tattoos, safe packs, and a fully branded ACON float of 180 people will participate in the Mardi Gras parade, bringing the campaign to life.
Design Challenge
As this was all about health we needed to find a way to make it fun and engaging. There is a lot of scepticism around health and condom campaigns, however no one wants to know about it.
Sustainability
Frost* highly stands for sustainability, using only recyclable paper in the studio and carbon neutral paper.
Branded Experience
This award celebrates creative and innovative design for branded experiences 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, user experience, audience engagement and message delivery.
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