Project Overview
As part of the ending HIV epidemic by 2020 in NSW, we developed a campaign timed to coordinate with 2013’s Sydneys Mardi Gras.
Australia signed on the new global HIV prevention targets set by the UN, and has set bold new HIV reduction and prevention targets locally. The new goals seek to achieve virtual elimination of HIV transmission among the gay community (currently accounting for ¾ of new infections in NSW) by 2020.
This campaign is the 1st large scale gay community engagement and mobilisation platform to embody the NSW HIV Strategy 2012-2015: A New Era, launched by NSW Health on December 1, 2012.
Project Commissioner
Project Creator
Team
Creative director: Vince Frost
Director: Graziela Machado
Account Manager: Charlotte Brady
Production: Heckler
Music: Lee Groves
Project Brief
The brief from ACON asked Frost* to create a highly visible campaign spanning film, print, digital and outdoor executions, to support and drive the achievement of these goals. ACON asked to create a multi phased program, commencing with an awareness campaign in the lead up to Mardi Gras and resolving with a call-to-action phase at the end of March.
Project Need
The awareness campaign encompassed a takeover of Sydney, the eastern and inner western suburbs, with city lights and bus shelters, as well as digital ads, social media and an educational film, focussing on the message that ending HIV is now possible.
In addition to print collateral, Frost* also created a film as part of the campaign creative directed by Vince Frost, directed by Graziela Machado at Frost* and created in collaboration with production company Heckler. Featuring music by lauded Australian songwriter and producer Lee Groves, the three minute piece aims to educate, empower and mobilise the gay community to end HIV. A continuation of the campaign look and feel, it utilises graphic and typographic animations rendered in stark black and white, with highlights in orange, creating an arresting and digestible personal ‘how-to’ guide for achieving this important goal.
Design Challenge
To make a health campaign that was still fun and engaging. There is a lot of scepticism around health and condom campaigns, no one wants to know about it.
Sustainability
Film - Branded Content/Viral
This award celebrates creative and innovative visual and audio branded content and/or viral communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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