Frost*collective is asking people, How Do You Do It?, in its new campaign for ACON, the fifth working towards the goal of ending HIV by 2020.

It also proposes some options, like I do it with my mouth, I do it with my doctor and I do it daily. There’s nothing about this new campaign that suggests Frost*’s ideas are getting tired or the cut-through it achieved five years ago cannot be replicated.

This time, the campaign by Frost*Design aims to redefine safe sex for ACON (NSW’s leading HIV prevention, HIV support and LGBTI health organisation) by raising awareness about new approaches to HIV prevention that don’t always involve condoms. The full campaign was unveiled in time for Mardi Gras, following an event in Taylor Square on the February 13 and a teaser campaign earlier this month. It includes outdoor, print and social media.

Stage 1 of the 2017 campaign, continues to use the bold and direct typographic treatment that has made the entire Ending HIV creative remarkable. The minimally branded bill posters and chalk stencils are intentionally open and ambiguous, designed to provoke a response to their question, How Do You Do It?

Stage two features responses to this question from six gay men, using to colour to attract attention, photography to add a human element to the message and 3 x 30 second videos. Each of the three methods of HIV prevention uses a different colour – magenta for condoms, blue for PrEP and green for UVL (Undetectable Viral Load).

“Once again the Frost*Design team has delivered an exceptional campaign. The team have taken a complex set of messages and delivered a highly visible and engaging campaign that cuts through to our target audience. How Do You Do It? is yet another example of strong strategy steered by great creative. We couldn’t be happier,” stated Nicolas Parkhill, chief executive officer of ACON.

Six Uber driver-partner vehicles are a highly visible component of the campaign. Each car has either pink, blue or green decals with the words I Do It On The Go, I Do It Every Day or I Do It Daily prompting conversation about HIV risk reduction, and combination prevention strategies. There are also three maxi-wrap buses driving through routes popular with the LGBTI community.

While raising awareness around HIV prevention measures is key, the campaign objective is to continue to affect behavioural change, building on statistically significant results from past Ending HIV campaigns. All prior campaigns have been created by Frost*collective. Key to the success of How Do You Do It? is driving engagement and promoting active involvement. The campaign moves beyond awareness messages to triggering people to embrace responsibility of them.

In addition to the 3 x 30 second videos, a 90 second educational video starring the campaign’s local gay talent, works to normalise conversations and provide information around HIV prevention. It is running across social media and online. Frost*Design has given all the videos the same sense of fun and cheekiness that ACON has become known for.

Ant Donovan, group creative director, Frost*collective noted, “For five years now ACON has driven a consistent and highly visible effort to end HIV transmissions by 2020. The team’s commitment, collaborative spirit and vision to realise this mission for the health and wellbeing of the LGBTI and wider community is nothing short of honourable.”

Credits:

Agency: Frost*collective, Frost*Design

Executive creative director: Vince Frost

Group creative director: Ant Donovan

Account director: Max Delplanque

Designers: Alex Dalmau & Ryan Curtis