ACON I’m On
Changing people’s attitudes and behaviour is always a challenge, especially in the negative sphere of HIV. This iteration of ACON’s successful ‘Ending HIV’ campaign, ‘I’m On’ tackles the slippery subject of condoms. It’s an integral component of the ‘Test More + Treat Early + Stay Safe = Ending HIV’ equation set up in the initial campaign in 2013. We went back to basics, using humour to soften the blow, and prompt dialogue around safe sex.
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ACON I’m On
Come On, Carry On, Hard On
Changing people’s attitudes and behaviour is always a challenge, especially in the negative sphere of HIV. This iteration of ACON’s successful ‘Ending HIV’ campaign, ‘I’m On’ tackles the slippery subject of condoms. It’s an integral component of the ‘Test More + Treat Early + Stay Safe = Ending HIV’ equation set up in the initial campaign in 2013. We went back to basics, using humour to soften the blow, and prompt dialogue around safe sex.
Hard-hitting humour
We recognised the message of safe sex tends to be a tired one, so getting this across with impact required a carefully honed creative strategy. We tackled the brief with a light-hearted but targeted approach using hard-hitting humour and a call to make safe sex culture a personal contribution to the cause. We embraced our audience's experience around HIV and the importance of acceptance and action. A series of witty headlines to engage our target market encourages gay men to use condoms as part of their safe sex practices.
Stay Safe
Our direct tone of voice around condom use served to specifically communicate the ‘Stay Safe’ component of the equation. The highly visible campaign used targeted outdoor media, digital ads, social media, press, posters and tactical executions such as safe packs, drink coasters and t-shirts. The executions come together to deliver a dynamic and integrated campaign which measured up in post-evaluation research.
A winning equation
To launch the ‘Ending HIV’ initiative in 2013 we introduced the equation ‘Test more + treat early + stay safe = ending HIV’. This step-by-step strategy has led the execution of a tightly managed and carefully timed set of messages with the aim of ending HIV transmissions in NSW.
