ACON We Test
HIV testing has been integral to the LGBTQI community’s fight against the HIV epidemic since it began. ACON needed a campaign to reinforce HIV testing as a health habit that is culturally ingrained in the community and encourage gay and bisexual men of all backgrounds to incorporate regular HIV and STI screenings as a central part of their sexual health regimes. The ‘We Test’ campaign is part of ACON’s ongoing ‘Ending HIV’ campaign platform designed with the objective of ending HIV transmission in NSW.
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ACON We Test
We brunch, we grind, we test
HIV testing has been integral to the LGBTQI community’s fight against the HIV epidemic since it began. ACON needed a campaign to reinforce HIV testing as a health habit that is culturally ingrained in the community and encourage gay and bisexual men of all backgrounds to incorporate regular HIV and STI screenings as a central part of their sexual health regimes. The ‘We Test’ campaign is part of ACON’s ongoing ‘Ending HIV’ campaign platform designed with the objective of ending HIV transmission in NSW.
Say it loud, say it proud
The thinking behind the campaign was to normalise testing through positive messaging to alleviate the stigma and anxiety associated with testing, particularly in areas outside the inner-city. The strategic and creative elements articulate that testing is not something to be ashamed of. It’s part of our culture. It’s a badge of honour. We wear it with pride. And we say it loud.
Going viral
The ‘We Test’ campaign is a print, radio, digital and outdoor campaign with a viral social media video as its hero. The video features a diverse range of community members in a variety of locations throughout NSW, underscoring the message HIV testing is available to anyone, not just the inner-city LGBTQI community. Alongside the video is a series of digital and printed posters that use bold animated graphics to integrate the practice into gay culture, using common phrases and iconic slang to normalise the act of testing regularly.
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. A multi-phased media program highlights these three key steps, with this ‘We Test’ iteration focused on testing.
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“For people in metro and suburban areas, clinical settings such as sexual health clinics, GPs and community-based testing services such as ACON’s aTEST have become very popular for their ease-of-use and peer-led experience. People in rural and regional settings where access to sexual health testing may be limited however, can feel isolated and judged. We wanted to promote education around testing alternatives here, such as dried blood spot testing, which is a free and effective test-at-home and mail-back method."
“HIV testing rates among gay men and other men who have sex with men across NSW are at an all-time high. We are heading in the right direction towards our goal of eliminating new HIV transmissions in NSW and we must maintain the momentum.”
Nicholas Parkhill, CEO, ACON
