The NSW Ministry of Health has released its quarterly results from the NSW HIV Data Report. NSW has achieved the lowest rate of new HIV notifications since surveillance began in 1985.
And ACON, NSW’s leading HIV prevention and HIV support organisation, has acknowledged the “success of its five-year long Ending HIV campaign executed in collaboration with Frost*collective.”
By the end of 2016, data had already indicated a massive 22% reduction in HIV diagnoses since 2012.
According to the Report, there were 101 new HIV diagnoses in gay and bisexual men in NSW in the first six months of 2017 and there have been 12 months of steady decline, and representing 25% fewer diagnoses than the average from the previous five years.
Frost*collective has partnered with ACON since 2013 to create a series of five high-visibility campaigns as part of the overarching ENDing HIV initiative. Each campaign has worked to mobilise the gay community, raise awareness and generate positive discussions to end transmission of HIV in NSW by 2020.
The overarching ENDING HIV – I’M IN campaign was accompanied by its extension – I’M ON, and followed by Test More [Easy As], Undetectable and I’m Ending HIV 2.0 [Test Often] campaigns.
“Our approach from the outset has been to change the behaviour of a whole community,” stated Ant Donovan, group creative director, Frost*collective. “Every step of the way we’ve asked how we can use design to strategically achieve ACON’s mission to end HIV transmissions in NSW by 2020.”
The Frost* campaign has also played a part in achieving earlier diagnoses through increased testing, greater reach and earlier uptake of treatment, and improvements in access to PrEP, while ACON and its partners have been working hard to design, build and deliver new responses to HIV, with strong leadership from the NSW Government.
Frost*collective saves its most provocative ACON campaign for #5
Nicolas Parkhill, chief executive officer of ACON said, “The data released today shows the lowest count in HIV diagnoses since the early days of the epidemic and clearly indicates that we’re starting to get results from our collective efforts to end HIV transmissions in NSW.
“The Frost*collective team has been integral to strategically defining our challenge both from a strategic communications and creative perspective. We have had a complex set of messages from the outset that have required insight, empathy and intelligence. All campaigns have delivered this.”
Donovan concluded, “ACON’s vision to achieve zero HIV transmissions by 2020 may have been considered by some to be ambitious. It is proving that clear and strategic communications, an in-depth understanding of your market and a good dose of determination can lead to exceptional results. We’d like to congratulate the ACON team on their success so far. Today’s results speak volumes.”
