ACON STI Testing and Treatment
One of ACON’s main focuses is promoting a healthy safe-sex culture. As the range of options increases for HIV prevention, including PrEP, gay men now have a variety of new ways to prevent HIV. The downside is they often don’t protect against STIs. We set about tackling the rise in STI rates by creating a film, narrated by the inimitable John Bell, to paint a picture of an imagined ideal scenario, together with a print campaign. Our challenge was to evolve the ‘Ending HIV’ campaign platform to promote the need for ongoing HIV and STI testing and treatment among sexually active gay men in NSW and position it as an integral part of Ending HIV.
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ACON STI Testing and Treatment
A theatrical approach
One of ACON’s main focuses is promoting a healthy safe-sex culture. As the range of options increases for HIV prevention, including PrEP, gay men now have a variety of new ways to prevent HIV. The downside is they often don’t protect against STIs. We set about tackling the rise in STI rates by creating a film, narrated by the inimitable John Bell, to paint a picture of an imagined ideal scenario, together with a print campaign. Our challenge was to evolve the ‘Ending HIV’ campaign platform to promote the need for ongoing HIV and STI testing and treatment among sexually active gay men in NSW and position it as an integral part of Ending HIV.
A theatrical approach
Working with influential Australian actor John Bell and his daughter, playwright Hilary Bell, the film gives the impression of a Sliding Doors scenario. It illustrates that ultimately your behaviour is going to come back to you in the long run, good or bad. In the film, everyone is busy having sex with everyone, but they’re doing the right thing, too. We thought if we used a theatrical approach to show what life looks like when people are having a lot of safe sex, we’d also show what’s possible in an inspiring light. It’s about finding a way to motivate people to change behaviours. John does it so well.
Thought patterns
We developed a second solution for the print campaign. We wanted to focus on the barriers that exist in people’s minds. Why don’t they talk? Why don’t they get tested? Even though they know they should. The idea of thought patterns came about. Using the handwriting of past campaigns, we create a series of eye-catching visuals that express the feeling of liberation once you have done something you’ve been putting off, but know you have to do.
A winning equation
To launch the ‘Ending HIV’ initiative in 2013 we introduced an 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. The campaign uses targeted outdoor media, digital ads, social media, press, posters and tactical executions including safe packs, drink coasters and t-shirts.
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“We consider that the campaign platform ‘Ending HIV’ and the successive campaigns released as part of this series since 2013 has been our most visible health promotion campaign work to date. Through this work we have seen large increases in the level of community awareness of new HIV prevention approaches, as well as belief in the goal of virtually eliminating new HIV transmissions in NSW. In partnership with Frost*collective, we have engaged our communities, increased their health literacy, and seen people take action in record numbers. ACON’s work relies on strong community engagement, and ‘Ending HIV’ has delivered — we are very proud of this award-winning initiative, which has received international recognition.”
Karen Price, Deputy CEO, ACON
“For many years communication around STIs has taken a back seat — they’re not a death sentence — and it is tricky to change behaviour. The challenge here isn’t just to motivate people to get tested. We also need them to wear a condom, take PrEP if it’s right for them, talk to their partner and take action.”
Ant Donovan, Group Creative Director, Frost*collective
