Ending HIV
From a negative to a positive.
By mobilising the gay community since 2013, actively raising awareness and driving open and positive discussions to end transmission of HIV in NSW by 2020, we have helped the AIDS Council of NSW achieve a massive 22% reduction in HIV diagnoses in 2016. 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] campaign iterations.
For the first time there’s proof we can end HIV. But to make that a reality, we need to change the behaviour of a whole community. How can design strategically achieve this?
ACON understands that if at-risk groups test more frequently, treat early and engage in safe sex, we can virtually eliminate HIV transmissions. Taking a human-centred design approach and working collaboratively with the client, we developed a strategy based anchored in a deep understanding of the audience, their attitudes, needs, frustrations and motivations. From this foundational knowledge, we set out to design an over-arching campaign that has been launched as a series of creative executions since 2013. The aim of the campaign was to disrupt stereotypes and ultimately inspire behavioural change to end HIV transmissions by 2020.
We successfully designed change by creating a sense of personal responsibility, emotionally engaging with the audience and empowering them with information.
This long term initiative is now into its fifth year. In 2013 we embarked on a complex strategic phase and market analysis to understand the key human-centred factors that would contribute to, if not drive the eradication of HIV. Extensive research into the attitudes and experience of early testing throughout the community gave us the insight and foundation to develop the strategic pillars of the initiative. These are testing more, treating early and practicing safe sex. Each campaign and its accompanying creative execution has been anchored by a tailored creative strategy specifically aligned to an understanding of the audience.
To launch the ‘Ending HIV’ initiative we introduced an equation. Test More + Treat Early + Stay Safe = Ending HIV. This step by step strategy has ensured the execution of a tightly managed and carefully timed set of messages.
To introduce the initiative to the market, a multi-phased media program highlighted these three key steps. Using a direct tone of voice the I’M ON creative route around condom use served to specifically communicate the “Stay Safe” component of the equation. The campaign used targeted outdoor media, digital ads, social media, press, posters and tactical executions such as safe packs, drink coasters and t-shirts.
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At Frost*collective, we’re all about designing a better world. We’ve been operating independently for over 25 years, working with inspiring brands and organisations across the globe. We combine specialist skills in brand, environments and place to solve complex business challenges and design experiences that enrich lives. If you'd like to work with us, get in touch.
