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.
“We have no doubts that this campaign will be one of the strongest rally-cries to effectively and successfully change behavior and mindsets around regular testing to ultimately stamp HIV out by 2020.”
The outdoor and print elements of the campaign features men of different ages and backgrounds with common excuses stamped across the image.
Frost Collective’s digital business, The Nest, created a series of short form videos to run on social media to complement the outdoor and print activity.
“Ending HIV is something that 20 years ago would have been hard to imagine,” said Anthony Donovan, group creative director, Frost Collective. ”However, the idea that there will be no new transmissions by 2020 is now a real possibility.
“In this execution, we’re trying to affect behavioural change through personal experiences. 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. Hearing people tell their stories is always extremely powerful.”
Why is this campaign featuring 12 gay men? Surely the entire population needs to get the message of stamping out HIV by 2020.
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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.
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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.”
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@Why Gay Men – because 75% of people who contracted HIV in 2014 were exclusively gay?
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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…
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