Frost*Design (part of Frost*collective) continues its relationship with ACON, NSW’s leading HIV prevention, HIV support and LGBTI health organisation with the launch of ‘How Do You Do It?’
The campaign seeks to redefine safe sex by raising awareness about new approaches to HIV prevention that don’t always involve condoms. This week the full campaign is unveiled following an event in Taylor Square on the 13 February and a teaser campaign earlier this month.
The campaign’s integrated approach includes outdoor, print and social media. Stage one of the campaign asks the question – “How do you do it?” using a bold and direct typographic treatment consistent with the overarching ‘Ending HIV’ creative. The minimally branded bill posters and chalk stencils are intentionally open and ambiguous, designed to provoke a response.
Stage two features responses to this question from six gay men, visually coming to life using colour, photography and 3 x 30 second videos. Each of the three methods of HIV prevention uses a different colour – magenta for condoms, blue for PrEP and green for UVL (Undetectable Viral Load). A portrait series is also featured across the campaign.
“Once again the Frost*Design team has delivered an exceptional campaign. The team have taken a complex set of messages and delivered a highly visible and engaging campaign that cuts through to our target audience. ‘How Do You Do It?’ is yet another example of strong strategy steered by great creative. We couldn’t be happier,” said Nicolas Parkhill, CEO, ACON.
Six Uber driver-partner vehicles are also a highly visible component of the campaign. Each car has either pink, blue or green decals with the words ‘I Do It On The Go’, ‘I Do It Every Day’ or ‘I Do It Daily’ prompting conversation about HIV risk reduction, and combination prevention strategies. Additionally, three maxi-wrap buses driving through popular routes with the LGBTI community are a colourful campaign inclusion.
While raising awareness around HIV prevention measures is key, the campaign objective is to continue to affect behavioural change building on statistically significant results from past Ending HIV campaigns. All prior campaigns have been created by Frost*collective. Key to the success of ‘How Do You Do It?’ is driving engagement and promoting active involvement moving beyond awareness of the issues to personally embracing responsibility of them.
In addition to the 3 x 30 second videos, a 90 second educational video starring the same local gay talent seeks to normalise conversations and provide information around HIV prevention. Used across social media and online, Frost*Design has used the same sense of fun and cheekiness that ACON has become known for across all video executions.
Ant Donovan, group creative director, Frost*collective said, “For on five years now ACON has driven a consistent and highly visible effort to end HIV transmissions by 2020. The team’s commitment, collaborative spirit and vision to realise this mission for the health and wellbeing of the LGBTI and wider community is nothing short of honourable.”
Executive Creative Director: Vince Frost
Group Creative Director: Ant Donovan
Account Director: Max Delplanque
Designer: Alex Dalmau
Designer: Ryan Curtis
Junior Designer: Johnny Boardman
Production Manager: Jason Hughes
Photographer: Tim Jones
Videographer: Joshua Heath
Executive Producer: Matt Chee
Executive Producer: Tamiko Wafer
Video Editor: Ian Haigh
Stylist: Lucia Martinez
Matthew Vaughan – Principal Planner/Strategy, ACON
Michael Wacher – Campaign Producer/Strategy, ACON