ACON gets confidently erotic for the arrival of PrEP in bold new social campaign via Frost*

Frost*, part of Frost*collective, has created a bold, erotic three-part video awareness campaign for PrEP, the next game-changing HIV prevention tool.

ACON, NSW’s leading HIV prevention, HIV support and LGBTI˚ health organisation commissioned Frost* to deliver the three month social campaign which launched on the long weekend across ACON’s website, Facebook, Instagram and dating sites.

WATCH THE FIRST VIDEO

WATCH THE SECOND VIDEO

‘Is PrEP For You’ – is the next instalment of ACON’s three-year long ‘Ending HIV’ campaign that has attracted national recognition and multiple design awards. The campaign aims to raise awareness of PrEP which is arguably one of the most significant developments in HIV prevention in 30 years, amongst those at highest risk of acquiring the virus.

Says Justin Koonin, president, ACON on the campaign’s objectives: “The key factors driving this next stage of the ‘Ending HIV’ campaign are raising awareness about the latest game-changer in HIV prevention mainly within the gay and MSM˚˚ communities, positioning PrEP as instrumental to meeting the 2020 target of reducing HIV diagnoses by 80%, and educating the community about how to access PrEP.

“Frost* has created a vibrant and eye-catching set of short videos that align PrEP with highly desirable outcomes for the target market, so we’re understandably excited about how the market will respond.”

Each of the 6x 30sec videos in the ‘Is PrEP for You’ campaign, talk to the ‘Stay Safe’ messaging which itself forms the third part of the over-arching ‘Ending HIV’ campaign. The first video titled ‘Be in Control’ will be followed by videos titled ‘Be in the Moment’ and ”Fuck Hard’. Both PG and R versions have been produced for each theme. The primary goal is to address each of PrEP’s key benefits and convey these to its varied audience base.

Says Ant Donovan, group creative director, Frost*collective: “The idea behind the creative was to empower gay men by depicting them enjoying the confidence of a worry-free, highly pleasurable sex life. Taking PrEP daily allows gay men to have a stress-free sex life so it made sense to be very direct in our approach.”

Says Koonin: “Giving men the confidence to take complete control over their sexual health and look after the health of their partners lies at the heart of this campaign. If men want to adopt PrEP into their own personal HIV-prevention strategy, we need to let them know how they can access it.”

Concludes Donovan: “Our work with ACON since 2013 creating each instalment of the ‘Ending HIV’ campaign has been an honourable journey in the fight to end HIV transmissions by 2020.

“The arrival of PrEP is an absolute game-changer for the community which over the past four years has shown remarkable engagement and response to each campaign initiative. We’re confident we’ll see the same with the ‘Is PrEP for You’ campaign.”

Additional brand executions include posters and coasters using video campaign stills which will be distributed to bars and clubs state-wide.

˚LGBTI = Lesbian, gay, bisexual, transgender and intersex

Group Creative Director: Anthony Donovan, Frost*collective