A campaign by Frost* for ACON (the AIDS Council of New South Wales), timed to coincide with Sydney's Gay and Lesbian Mardi Gras, uses strong visual elements and simple messages such as 'Know now' and 'Easy as' to encourage gay men to get tested more frequently. The organisation aims to end new infections in the country by 2020, and getting gay men to take advantage of new 3-minute tests plays a key role in achieving that goal.
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03/07/2014
The campaign includes light posts, street posters, t-shirts and merchandise for volunteers, press, social and digital media executions, as well as a branded float for last weekend’s Mardi Gras parade.
Increasing testing rates among gay men is vital, because HIV is generally transmitted by people who don’t know they have it, said Nicholas Parkhill, CEO of ACON.
The bold, graphic language is inspired by early 20th Century revolutionary posters and iconic ‘Choose Life’ t-shirts from '80s band Wham!, according to the agency.
The use of bright orange echoes the brand colour of the rapid testing program, [TEST], drawing a direct link back to the action.
'Test more' follows on from 'I’m in', which raised awareness that ending HIV is possible at Mardi Gras in 2013, and a susequent 'Stay safe' campaign that reinforced condom use.
CREATIVE CREDITS<br /><br />
Client: AIDS Council of NSW (ACON) and NSW Health<br />
Creative Agency: Frost*<br />
Executive Creative Director: Vince Frost<br />
Creative Director: Ant Donovan<br />
Designers: Graziela Marchado<br />
Account Director: Charlotte Brady<br />
