A steamy new video has just launched to stress the importance of PrEP, a HIV prevention tool.
It’s a new instalment in the campaign against the spread of sexually transmitted infection HIV from ACON, the NSW organisation for the prevention of HIV. The video was developed by Sydney design agency Frost*Collective.
The campaign is a three-year long initiative aiming to increase the awareness of PrEP – a Pre-Exposure Prophylaxis which is used as a prevention method for people who are at a high risk of potentially contracting the HIV virus.
“The key factors driving this next stage of the ‘Ending HIV’ campaign are raising awareness about the latest game-changer in HIV prevention mainly within the gay and MSM [men who have sex with men] communities, positioning PrEP as instrumental to meeting the 2020 target of reducing HIV diagnoses by 80 per cent, and educating the community about how to access PrEP,” said ACON president, Justin Koonin.
“Giving men the confidence to take complete control over their sexual health and look after the health of their partners lies at the heart of this campaign.
“If men want to adopt PrEP into their own personal HIV-prevention strategy, we need to let them know how they can access it.”
See the video below.
“The idea behind the creative was to empower gay men by depicting them enjoying the confidence of a worry-free, highly pleasurable sex life,” said Ant Donovan, group creative director, Frost*collective. “Taking PrEP daily allows gay men to have a stress-free sex life so it made sense to be very direct in our approach.
“Our work with ACON since 2013 creating each instalment of the ‘Ending HIV’ campaign has been an honourable journey in the fight to end HIV transmissions by 2020.”
The campaign will include six 30 second long videos on PrEP awareness.
The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]
TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]
Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator. The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]
Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]