Ex-Aequo, a Brussel-based association towards Men who have sexual intercourses with other men, has chosen to launch a new campaign to raise awareness about the relations the target have with their doctors.
To do so, 20Something developped a creative concept spreading in poster ads, flyers, stickers as well as in online banners.
The whole campaign is revolving around a clever copy that speaks directly to the target : in the french-speaking gay community, the expression "TTBM" stands for "Très Très Bien Monté", which means "Very Very Well Hung". We twisted its original meaning to spread our message clearly. "TTBM" now stands for "Très Très Bon Médecin" (Meaning "Very Very Good Doctor") creating a play of words that will both create interest and surprise as well as making the target smile while communicating on a serious matter.
The whole campaign is revolving around a clever copy that speaks directly to the target : in the french-speaking gay community, the expression "TTBM" stands for "Très Très Bien Monté", which means "Very Very Well Hung". We twisted its original meaning to spread our message clearly. "TTBM" now stands for "Très Très Bon Médecin" (Meaning "Very Very Good Doctor") creating a play of words that will both create interest and surprise as well as making the target smile while communicating on a serious matter.
Poster
Flyer
Sticker
