HIV charity makes the battle to end the spread of the disease personal in latest campaign
Health promotion organisation ACON is looking to make the idea of ending the spread of HIV more personal with the fifth instalment of its Ending HIV campaign which this time includes the word ‘I’m’.
Created by Frost Collective, the campaign is running across outdoor, print and social media, with a second burst of the campaign to run during the 2016 Sydney Mardi Gras Festival.
Yves Calmette, principal planner, ACON Health, said: “This is an exciting instalment for the cause because of the personal stories it shares.
“The whole new concept is embodied by the change in the main tagline. The word ‘I’M’ added to ‘ENDING HIV’ becomes ‘I’M ENDING HIV’. This small change automatically takes the Ending HIV narrative to a very personal level, allowing each individual to own this cause and encourage them to act on it.
Why is this campaign featuring 12 gay men? Surely the entire population needs to get the message of stamping out HIV by 2020.
Why gay men – Why do you think the Asian guy on the billboard at the train station is gay?
He is definitely of Asian decent. I can’t tell if her prefers men or women though.
Nick Bartlett – It’s written in the article “We put 12 gay men, all volunteers from different ages, culturally linguistically diverse backgrounds, sexual practices – including an Aboriginal man, a transgender young man, a couple from the NSW community – in the frame to strategically evoke emotional connections.”
@Why Gay Men – because 75% of people who contracted HIV in 2014 were exclusively gay?
Laudable, but the message feels murky at best.
The guy I identify with most isn’t remotely sending the message ‘ending HIV’ so much as taking responsibility for checking ones status; worthy enough, but playing/discussing these outside the engaged community feels like a risk & surely it’s a negative spend for the target demo…