Frost*collective has made ending HIV personal.
The campaign’s eye-catching design, memorable messages and confident attitude have two new allies in ACON’s mission to end HIV by 2020, the experiences of real people and the word, I’m.
The word, I’M, added to ENDING HIV makes the new campaign, I’M ENDING HIV.
Anthony Donovan, group creative director, Frost*collective explained, “Ending HIV is something that 20 years ago would have been hard to imagine. However, the idea that there will be no new transmissions by 2020 is now a real possibility.
“In this execution, we’re trying to affect behavioural change through personal experiences. We put 12 gay men, all volunteers from different ages, culturally linguistically diverse backgrounds, sexual practices – including an Aboriginal man, a transgender young man, a couple from the NSW community – in the frame to strategically evoke emotional connections. Hearing people tell their stories is always extremely powerful.”
Ending HIV 2.0 will be delivered in three stages. The first addresses 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. Regional centres, Wollongong and Newcastle, will also get a run. The second burst will occur during the 2016 Sydney Mardi Gras Festival.
The new work retains the design elements of prior campaigns, like the brackets and equations, that scored highly for recall. It adds portraits of the real people who are the ambassadors of this next phase.
The OOH work is also being supported in digital and social media. Frost*collective’s digital business, The Nest, has created a series of short form videos featuring the campaign’s ambassadors, that will be published on Instagram and content for Facebook that underlines the responsibilities and capabilities of individuals to conquer HIV through testing.
“The impact of this campaign’s creative is its personalisation,” Donovan continued. “Over the course of the campaign since 2013, we’ve built a high level of awareness around the new landscape of HIV while strategically highlighting the long term objective to end HIV transmission in NSW by 2020.”
Yves Calmette, principal planner, ACON Health, said, “Each Frost*collective campaign brings us closer to winning our fight to end HIV transmission. This is an exciting instalment for the cause because of the personal stories it shares.
“The whole new concept is embodied by the change in the main tagline. The word, I’M, added to ENDING HIV becomes I’M ENDING HIV. This small change automatically takes the Ending HIV narrative to a very personal level, allowing each individual to own this cause and encourage them to act on it. We have no doubts that this campaign will be one of the strongest rally-cries to effectively and successfully change behaviour and mindsets around regular testing to ultimately stamp HIV out by 2020.”
Campaign credits:
Creative agency: Frost*collective
Digital agency: The Nest
Group creative director: Anthony Donovan
Designers: Wing Lau & Chris Griffiths
Executive producer: Charlotte Bruton
Digital producer: Nathalie Cano
Senior producer: Daniel Mulligan
Photograhpy: Terence Chin
Videography & editing: Joshua Heath & Anthony McFarlane
Copywriter: Sarah Clark
Head of Strategy: Cat Burgess
Head of Digital: Martin Hoegh-Guldberg
Senior account director: Beverley Hall
AWARD WINS FOR THE ENDING HIV CAMPAIGN SO FAR:
- Silver – ACON Test More Ending HIV Campaign, Sydney Design Awards 2015
- Silver – ACON Test More Ending HIV Campaign, AWARD Awards 2015
- Winner – ACON I’m On Ending HIV Campaign, Sydney Design Awards 2014
- Distinction – ACON I’m On Ending HIV Campaign – Australian Design Biennale 2014
- Finalist – Ending HIV Campaign, HKDA Awards 2014
- Gold – ACON Ending HIV Campaign, Graphis 2013
- Winner – Ending HIV Campaign, Sydney Design Awards 2013
- Winner – Ending HIV Campaign Video, Sydney Design Awards 2013
- Winner – Ending HIV Join the Revolution Video, Communication Arts Typography 2013
- Finalist – Ending HIV Campaign Video, Create Design Awards 2013
- Finalist – Ending HIV Campaign, Create Design Awards 2013
- Finalist – Ending HIV Campaign, ADMA Awards 2013
