New Zealand Aids Foundation Design & Branding LOVE YOUR CONDOM by Interbrand Group


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Industry HIV/AIDS
Media Design & Branding
Market New Zealand
Agency Interbrand Group
Creative Director Lorenz Perry
Copywriter Faith Dowery
Producer Sarah Hough
Released May 2011

Credits & Description

Category: Charities & Not For Profit
Head Of Strategy: James Bickford (Interbrand)
Creative Director: Lorenz Perry (Interbrand)
Senior Designer: Manuel Payan (Interbrand)
Photography: Tony Drayton (Tony Drayton Photography)
Copywriter: Faith Dowery (Faith Dowery)
Retoucher: Denny Monk (Lightfarm Studios)
Producer: Sarah Hough (Sarah Hough)
Account Manager: Ursula Parkin (Interbrand)
Account Executive: Amy Ross (Interbrand)
Media placement: Billboards - Outdoor - Key Cities - May To Dec 2011
Media placement: Street Posters - Outdoor - Nationwide - May To Dec 2011
Media placement: Stick On Tattoos - Events - Key Cities - May To Dec 2011
Media placement: T-Shirts & Underpants - Bars & Clubs - Nationwide - May To Dec 2011
Media placement: Condom Packs - Bars, Clubs, Sex On Site, Clinics - Nationwide - May To Dec 2011
Media placement: Website, Facebook, Mobile Apps - Online & Gay Media - May To Dec 2011
Media placement: Print Advertising - Gay Media - May To Dec 2011
Media placement: Events - Banners - Big Gay Out - Nationwide - May To Dec 2011
Media placement: Environmental - Bars/clubs - Nationwide - May To Dec 2011

Describe the brief from the client
2010 saw the highest ever number of HIV diagnoses amongst gay and bisexual men in New Zealand. HIV is no longer as visible as it once was, and in turn has resulted in a level of complacency among those at risk. This environment has produced a significant challenge for the NZ AIDS Foundation (NZAF) in the delivery of condom use messaging to change behavior. The NZAF needed to re-engage gay and bisexual men in a new way in order to reduce HIV transmission.

Describe the challenges and key objectives
This was a highly sexualised and complacent target group, so we identified a need to re-ignite dialogue among gay and bisexual men around using condoms for sex every time. We had to create a ‘talk sex with’ not ‘talk condom to’ strategy. The campaign had to deliver a simple message that condoms are sexy to use as well as safe. The campaign has to target gay sex on-site venues, clubs, on-line, mobile dating sites and the Big Gay Out whilst delivering a long term conversation in the community.

Describe how you arrived at the final design
The tattoo is historically viewed as a representation of a permanent belief or thought. We tattooed gay men with a clear message that represented a personal, and permanent commitment to wearing a condom. 'Love your Condom' was central to the design, messaging changed to spark conversations within the community. The photography style was selected to be evocative to gay and bi-sexual men. Talent was sourced from the gay and bi-sexual community which promoted a sense of pride and commitment from within.

Give some indication of how successful the outcome was in the market
Figures officially released in February 2012 for 2011 showed a reduction of over 33% in HIV diagnoses in gay and bisexual men on the previous year - the lowest number since 2002 (source: AIDS Epidemiology Group – Otago University). The NZAF noted a 14% increase in HIV testing at NZAF clinics in 2011. Michel Sidibé (Executive Director of UNAIDS) and Helen Clark (Head of the United Nations Development Programme) praised the work that the NZ AIDS Foundation was doing, saying it sets New Zealand up as a model country for HIV prevention programmes targeted at gay and bisexual men’s communities.