Frost*Design Asks ‘How Do You Do It?’ For ACON Campaign

  • Frost-Collective-Ending-HIV-HDYDI-Billboard-1
  • New-Frost-Collective-Ending-HIV-HDYDI-Teaser-1
  • NEW---Frost-Collective-Ending-HIV-HDYDI-Teaser-2
  • New---Frost-Collective-Ending-HIV-HDYDI-Media-Launch-3
  • New---Frost-Collective-Ending-HIV-HDYDI-Citylight-2
1 / 5

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

Please login with linkedin to comment

"Fraud-free" G20 Summit profiles warc100

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]