Aides Print Aides: Welcome to the World of Sex by Goodby Silverstein & Partners San Francisco

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Aides: Welcome to the World of Sex

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Industry Public awareness, HIV/AIDS
Media Print, Magazine & Newspaper
Market United States
Agency Goodby Silverstein & Partners San Francisco
Executive Creative Director Erik Vervroegen
Art Director Nick Spahr
Copywriter Spencer Riviera
Released April 2011


One Show 2012
One Show Design Public Service / Outdoor and Posters - Single Merit

Credits & Description

Category: Illustration
Advertiser: AIDES
Product/Service: AIDS AWARENESS
Date of First Appearance: Feb 17 2011
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Executive Creative Director: Erik Vervroegen (Goodby, Silverstein & Partners)
Copywriter: Spencer Riviera (Goodby, Silverstein & Partners)
Art Director/Designer: Chris Valencius (Goodby, Silverstein & Partners)
Art Director: Nick Spahr (Goodby, Silverstein & Partners)
Illustrator: Rod Hunt (Rep: Bernstein & Andruilli)
Print Producer/Art Buyer: Kelly Grubb (Goodby, Silverstein & Partners)
Account Director: Francois Grouiller (Goodby, Silverstein & Partners)
Operations Manager: Renee Fisher (Goodby, Silverstein & Partners)
Operations Manager: Mignonne Lysiak (Goodby, Silverstein & Partners)
Digital Artist: Joel Scott Wheeler (Goodby, Silverstein & Partners)
French Translator: Veronique Sels
Media placement: Newspaper Spread - Bay Area Reporter - February 17, 2011

Describe the brief from the client
AIDES is the largest nonprofit organisation working on HIV issues in France. One of their missions is to remind young, sexually active men and women to use condoms in every circumstance. Considering the declining interest in HIV-related issues and the lack of resonance of fear-based tactics (as in “Use a condom or get AIDS and die”) that have been tried in the past, the client asked us to refresh the category, and they challenged us to find an original angle that would embrace the positive aspect of sex with a condom while celebrating the variety of sexual orientations.

Describe the challenges and key objectives
This new effort started with a simple insight: in society, using condoms is less taboo than it used to be; but in moments of sexual intimacy, talking about protection is still an embarrassing conversation to have. Our challenge was to find clever ways to de-dramatise the somewhat embarrassing, if not plain awkward, moment when condoms need to be discussed. And in the process, our objective was to turn condoms into a positive advantage to get to that simple thing everyone wants: a dose of pleasure.

Describe how you arrived at the final design
The World of Sex map is rooted in a simple human truth: the longer you’re healthy and STD-free, the longer you get to enjoy an active sex life. Out of this thought came the line “The safer you play, the longer you stay in the game.” From here, it was just a hop, skip and conceptual jump to making a sex theme park with the truncated line “The safer you play, the longer you stay.”

Give some indication of how successful the outcome was in the market
The World of Sex map got immediate traction with audiences, who quickly found ways to put it online. It was posted and reposted countless times on blogs, Twitter feeds and Facebook pages. It turned out to be the kind of thing people love to pass around and show their friends. Fortunately, this has been good news to the AIDES organisation, which has seen a boost in traffic to their website and an increase in financial donations.