New Zealand AIDS Foundation adopts Frost*collective’s ‘Ending HIV’ campaign

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170201-Ending-HIV-Launch-K-Rd_RT (1).jpgIn partnership with HIV prevention and health organization ACON, New Zealand AIDS Foundation (NZAF) has licensed the highly effective ‘Ending HIV’ campaign conceived, designed and executed by Frost*collective.

The campaign aims to stop HIV transmissions in New Zealand by 2025 in line with its Australian mission to do the same by 2020. Launching last week for an initial three month period, the core campaign has been modified for the local New Zealand market.

170201-Ending-HIV-Launch-Ponsonby-Rd-Flags_RT (1).jpgNZAF approached Frost*collective wanting to replicate the measurable success achieved with ACON’s campaign of the same name implemented in NSW over the past five years. Frost*collective’s strategy took the various phases of ‘Ending HIV’, and made them culturally relevant to New Zealand’s gay and bisexual communities.

Brand executions 170201-Ending-HIV-Launch-Ponsonby-Rd-Stencil_RT (1).jpginclude billboards, street posters, venue posters, stickers, condom wallet, pocket guide, wrist bands and an introductory video. Apparel includes t-shirts, shorts and singlets. Event flags and tents have also been created in addition to a paid print and digital media campaign.

The objective of the first three months of NZAF’s ‘Ending HIV’ awareness170201-Placeit-I campaign is to engage and mobilise gay and bisexual men to personally opt in, to end the transmission of HIV within a decade. By promoting frank dialogue around the issues of safe sex practices, adherence to frequent HIV testing and adoption of early treatment, the campaign hopes to convey the messages that we all play a part in the goal of ending HIV.

Launch of the campaign comes as New Zealand reports record numbers of HIV transmissions year on year. According to research conducted in 2011, an estimated 1 in 15 gay and bisexual men in Auckland are living with HIV and of these, 1 in 5 are unaware of their status. These are concerning statistics in light of New Zealand having one of the highest rates of condom use in the world.

Some changes to the campaign have been made, including endorsing the campaign with ‘Love Your Condom’ (LYC), NZAF’s existing and highly successful campaign around condom use. Use of ACON’s original creative which employs bold graphics and cheeky messaging has ensured campaign consistency across markets, while leveraging the campaign’s most recognised elements.

Says Jason Myers, executive director, NZAF: “Now is the time to take action to contribute to HIV prevention efforts, to pledge support and to educate each other about HIV prevention. ‘Ending HIV’ is a multi-phased and evolving campaign designed to strategically affect behavioural change which, we believe, is pivotal to successfully achieving our goal of ending HIV transmissions by 2025.”

Says Ant Donovan, group creative director, Frost*collective: “It’s very fulfilling knowing that we have the opportunity to take what has been a measurably effective campaign to another market to emulate the same success.”

Group Creative Director: Ant Donovan, Frost*collective

Designer: Chris Griffiths, Frost*Design

Designer: Alex Baumann, Frost*Design

Senior Account Director: Phil Smith, Frost*

Design Production Manager: Jason Hughes, Frost*Design

Videographer: Joseph Harper