ACON Health reappoints Frost*collective to drive new phase of its flagship Ending HIV campaign

October 8 2015, 9:56 am | BY Ricki Green | No Comments

Acon_condom.jpgACON Health has announced that Frost*collective has successfully pitched and won the new phase of Ending HIV, its flagship campaign following a four-way pitch beating 303 Lowe, Reborn and Soap.

The first stage of the campaign to go live in November this year will be the fifth full-scale campaign that Frost*collective has developed for ACON since 2012 when it first launched the Ending HIV project.

This year the Ending HIV project has scooped two major accolades at the Sydney Design Awards as well as AWARD bringing wins to a total of 12.

Says Yves Calmette, principal planner, ACON Health: “Frost*collective brings a strategic understanding of the project to the next chapter of this major campaign. We’re very excited to be able to continue working with the team’s deep understanding and commitment to the cause to end the HIV epidemic within the next five years.

“Creatively articulating our objectives for maximum reach to affect community action and ultimately change behaviour as we fight to end HIV, is something we believe Frost*collective is best positioned to do.”

The Ending HIV 2.0 campaign targets and mobilises gay men to help end new transmissions of the virus in Australia by 2020. While Frost*collective’s last campaigns focused on awareness that it is now possible to end the HIV epidemic, the ensuing campaign strategy will focus on engagement and involvement at the individual level.

The strategic messaging around engagement will build on the exceptional recall and impact of the previous campaign’s four installments. For this first stage of Ending HIV 2.0, a greater focus on digital and social media to drive community members’ engagement will aim to encourage gay men to act on the opportunity to undergo testing more frequently.

Says Vince Frost, CEO, executive creative director, Frost*collective: “We’re very excited to be continuing our relationship with the ACON team. It’s incredibly humbling knowing that the results from our past campaigns are working. There’s still much to do but we’re certainly committed to mobilising the community and affecting behavioural change to end HIV in Australia.”

In addition to the award winning body of work for ACON, Frost*collective has delivered communications for World AIDS Day and Frost*collective’s Slip It On campaign also created for ACON is exhibited in the Museum of Sex in New York City.