Thorne Harbour Health has appointed Melbourne-based independent agency Superhuman Media as its media agency of record, overseeing media strategy, planning and buying across its health promotion program.
The partnership includes the national rollout of Connect, Drama Downunder, What Works sexual health messaging and the upcoming World AIDS Day campaign.
The partnership will help Thorne Harbour Health reach priority communities with accessible, relevant health information. Superhuman’s senior team will lead audience planning, strategy and buying, using data to identify the channels and contexts best suited to each campaign.
Founded in 1983 as the Victorian AIDS Action Committee, Thorne Harbour Health is Australia’s oldest LGBTIQA+ community-controlled health organisation. Its Connect program, which offers free HIV self-test kits through vending machines in public spaces, is expanding nationally following a South Australian pilot in which more than 64 per cent of users had never tested for HIV before.
“Reaching the right people means recognising that our communities have different needs, languages and levels of familiarity with HIV prevention and sexual health. That includes culturally and linguistically diverse communities, where accessible, culturally relevant information is essential. Working with Superhuman will help us reach these audiences with messages that meet them where they are and make the options for testing, prevention and protection clear,” said Joel Parker of Thorne Harbour Health.
“Brand-building channels now offer much sharper audience targeting, creating new opportunities for health campaigns. Our senior team will combine those capabilities with smart audience data to put Connect and Thorne Harbour Health’s broader campaigns in front of the right communities, building awareness and making it easier to act,” Luke Maher, founder of Superhuman Media.
