Image Credit : TERENCE CHIN
PHOTOGRAPHY
Project Overview
For 6 years ACON's ‘Ending HIV' campaigns have communicated key messages to the LGBTI and wider community to end HIV by 2020. ACON needed a refreshed and integrated approach to include outdoor, print and social media and a campaign that needed to continue promoting ongoing behavioural change building on statistically significant results from past campaigns, drive engagement and promote active involvement moving from awareness to personal responsibility.
Project Commissioner
Project Creator
Team
Creative
Anthony Donovan-Group Creative Director; Wing Lau-Designer; Chris Griffiths-Designer; Charlotte Bruton-Executive 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
Project Brief
Following the continued successes of the previous four Ending HIV campaigns by Frost*collective, ACON asked us to enter into a 4-way pitch for the fifth instalment of the campaign. Called ‘Ending HIV 2.0’, ACON wanted a refreshed, high personalised and integrated approach to include outdoor, print and social media with the overarching campaign objective, like those before it, to end 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. 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. The campaign continues through to the 2016 Sydney Mardi Gras Festival.
The final outcome is a comprehensive campaign, integrating traditional and digital media channels to communicate the core message to change behaviour and mindsets in the community for regular testing as the push to end HIV by 2020 continues.
Project Innovation/Need
The creative strategy’s objective is to drive engagement and promote active involvement thereby prompting behavioural change. Personalisation is central to campaign’s success. The word ‘I’M’ added to ‘ENDING HIV’ to become ‘I’M ENDING HIV’ takes the ‘Ending HIV’ narrative to a very personal level, allowing each individual to own the cause and encourage them to act on it. By championing the personal experiences of 12 gay men who are all volunteers from different ages, culturally diverse backgrounds and sexual practices, we’ve delivered evocative and persuasive story telling using real portraits of male gay representatives from the community. The idea also builds on the high level of awareness around the landscape of HIV while strategically highlighting the long-term objective to end HIV transmission in NSW by 2020.
High recall of the creative elements of prior campaigns including the brackets and equations are used across the campaign to ensure overall consistency and to evolve the messaging. Subjects include an Aboriginal man, a transgender young man and a couple from the NSW community. Their portraits and stories are used across all campaign communications, which include print, outdoor, social and digital.
Design Challenge
Established in 1985, ACON is NSW’s largest LGBTI health organisation that specialises in the health and wellbeing for those living with HIV and the LGBTI community at large. It is estimated that NSW has approximately 12,000 people living with HIV and about 80% of those are gay and homosexually active men.
The science tells us that if the community tests more frequently, commences treatment early and continues to engage in safe sex practices, we can virtually eliminate HIV transmissions. The ‘Ending HIV’ initiative was developed in light of this and has been the platform upon which ACON has communicated and engaged with the community over the past two years. The ‘Ending HIV’ campaign has proven through formal campaign evaluations that it has delivered on its objectives to communicate key messaging to encourage a safe sex culture, more frequent testing and the availability of HIV treatment.
The challenge was promoting the message around the benefits of testing to all gay men, one that is highly relevant to them but that they do not believe to be so, while addressing the personal barriers also associated with testing.
Effectiveness
‘Ending HIV 2.0’ was designed to roll out across three stages, first addressing the personal barriers and benefits associated with testing. The 4–month outdoor campaign started with billboards in train stations, digital billboards and street posters in Sydney metropolitan locations, as well as regional centres Wollongong and Newcastle. The campaign continued through to end of the 2016 Sydney Mardi Gras Festival.
To evaluate the 'Test Often' campaign an online survey was conducted in early March this year. Key evaluation questions included: campaign reach, the effectiveness of the message and the impact the campaign had on health seeking intentions and health literacy.
There were 515 survey respondents. The average respondent was a gay man living in Sydney who is HIV negative.
Key findings showed:
* 66% advertisement recall of Test Often advertisements.
* 83% overall awareness of Ending HIV campaign.
* 63% of respondents were more aware of the importance of testing often.
* 30% of respondents said the advertisements have prompted them to test more often for HIV.
* 48% awareness of a[TEST] service among Sydney respondents
Social engagement was also strong with 117,672 video views on Facebook, 102,940 website visits and 173,148 page views
Advertising - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communication including traditional and digital signage intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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