ACON Health has launched its fifth installment of the Ending HIV campaign by Frost Collective this week.
Called Ending HIV 2.0 this integrated campaign across outdoor, print and social media continues to drive the overarching campaign objective of ending HIV transmission in NSW by 2020.
Ending HIV 2.0 has been designed to roll out across three stages with the first addressing the personal barriers and benefits associated with testing.
In this execution, the agency got 12 gay men, all volunteers from different ages, culturally linguistically diverse backgrounds, sexual practices – including an Aboriginal man, a transgender young man, a couple from the NSW community - to tell their stories about getting tested to evoke emotional connections.
The four-month outdoor campaign starts with billboards in train stations, digital billboards and street posters in Sydney metropolitan locations, with regional centres Wollongong and Newcastle also getting a run. This will be followed by a second burst during the 2016 Sydney Mardi Gras Festival.
Along with outdoor, the campaign has a strong digital and social media focus to drive far-reaching community engagement encouraging gay men to act on the opportunity to undergo testing more frequently.
Frost Collective’s digital business, The Nest has created a series of short form videos that will be published on Instagram on launch.
Credits:
Creative
Anthony Donovan-Group Creative Director; Wing Lau-Designer; Chris Griffiths-Designer; Charlotte Bruton-Executive Producer; Nathalie Cano-Digital Producer; Daniel Mulligan-Senior Producer; Terence Chin-photography; Joshua Heath/Anthony McFarlane-videography & editing; Sarah Clark-copywriting.
Strategy
Cat Burgess-Head of Strategy; Martin Hoegh-Guldberg-Head of Digital.
Account Management
Beverley Hall-Senior Account Director
