Frost has created an outdoor campaign that will “saturate” Sydney city with the message that using condoms protects you from HIV.
The ‘Stay safe’ campaign has been created for the AIDS Council of NSW (ACON) and is targeted at gay men. It forms part of ACON’s ‘Ending HIV’ program, which will also roll out ‘Test more’ and ‘Treat early’ in early 2014.
Vince Frost, founder and executive creative director at Frost, said: “It was thrilling and validating to work with ACON on such a successful campaign. ‘Stay safe’ is another piece of the big picture goal of ending HIV in Australia and we’ve worked hard to leverage that success for another campaign, which we hope will be truly behaviour changing.”
The campaign is being rolled out across the CBD and inner city this week, supported by a two-month online and social media campaign.
Client: AIDS Council of NSW; agency: Frost; ECD: Vince Frost; creative director: Ant Donovan; design director: Benjamin Hennessy; senior account manager: Charlotte Brady