Image Credit : Photographer: Tim Jones
Project Overview
Preventing transmission of HIV amongst the gay community relies heavily on education around the preventative benefits of treatment as well as communication around information access and personal responsibility. ACON’s continued focus on education, engagement and affecting behaviours amongst the community acknowledges that HIV continues to be largely under-marketed. This presented an opportunity for ACON to continue its drive to eradicate HIV transmissions by 2020. ‘How Do You Do It’ is the next instalment of the over-arching mission for ACON’s ‘Ending HIV’ campaign. Following a launch event mid- February, our ‘How Do You Do It’ campaign launched week commencing 27 February.
Project Commissioner
Project Creator
Team
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
Project Brief
As part of sustained marketing efforts over the past five years the ‘How Do You Do It’ campaign’s overarching objective was to continue to affect behavioural change around sexual health and HIV prevention working towards ACON’s mission to end HIV transmissions by 2020.
The focus for this instalment of the initiative was to promote HIV prevention to all gay men with a campaign that sought to redefine safe sex and raise awareness about new approaches and combination prevention strategies, that importantly provide a number of choices to stay ‘safe’.
As the outcomes had to build on statistically significant results from past ‘Ending HIV’ campaigns, maintaining the dialogue with the target audience was key, while articulating a complex set of messages in a highly visible and engaging way.
The creative idea taps into a cheekiness intentionally designed to provoke a response. By asking the question - "How do you do it?" we give the audience permission to be playful thereby promoting engagement. With copy such as ‘I Do It On The Go’, ‘I Do It Every Day’ or ‘I Do It With My Doctor’ – the campaign continues its bold and frank creative approach tapping into a humorous yet highly personalised consumption of the messaging, and speaking directly to the audience.
Project Innovation/Need
How we brought the idea to life
The campaign’s integrated approach included outdoor, print and social media. Gay men now have choice when it comes to their HIV prevention strategies. The question posed in the teaser campaign alludes to a range of possible responses, while the main campaign ran heavily around the #YOUCHOOOSE hashtag (three Os represent the three strategies – PrEp, condoms, UVL).
• Stage 1 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 2 featured responses to this question from six gay men, using colour photography and 3 x 30s videos.
• Six Uber driver-partner vehicles and three maxi-wrap buses were a highly visible component of the campaign.
• A 90 second educational video used across social media and online starring the same local gay talent seeks to normalise conversations around HIV prevention.
Design Challenge
The challenge that has remained consistent throughout the over-arching ‘Ending HIV’ campaign has been how to promote a message to all gay men that is entirely relevant to them but that they may not believe to be so. Additionally, previous work about treatment strategies have always focused on the health benefits for HIV-positive individuals but the truth is that treatment is also beneficial for HIV-negative individuals, specifically regarding the prevention of acquiring HIV. Communicating access to choices and that prevention strategies may involve a combination of personal choices, was key to the campaign.
Effectiveness
Key to the success of the campaign was driving engagement and promoting active involvement moving beyond awareness of the issues, to personally embracing responsibility of them.
Campaign recognition
62% of survey respondents had seen the How Do You Do It? ads. 76% overall ‘Ending HIV’ campaign recognition.
Ad effectiveness in communicating HIV prevention message 71% of survey respondents said the ads effectively communicated the prevention message. 81% of respondents who saw the advertisements prior to the survey said they effectively communicate prevention message.
HIV prevention messages have a good impact on health literacy 89% of respondents said the advertisements are very useful or somewhat useful to support gay men’s consideration of different HIV prevention options.
504,556 total campaign video views across all ‘Ending HIV’ social media.
88% rated it as very effective or effective at communicating its message. 44,181 landing page views.
Advertising - Print
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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