Ending HIV + NZAF says ‘good sex is more than just sex’ in new campaign via Frost*collective
Manscaping, douching and sharing dick pics on dating apps are all part of a good sex life for gay and bisexual men. So is testing for HIV. This is the message in the latest campaign from Ending HIV – a community-focused behaviour change programme run by the New Zealand AIDS Foundation (NZAF) to reach men who have sex with men (MSM). The campaign was created by Sydney agency Frost*collective.
There are around 3500 people in New Zealand living with HIV, however estimates show that over 500 don’t yet know it. A survey found that 1 in 4 sexually active MSM have never had an HIV test.
Says Michael Shaw, marketing manager for Ending HIV: “This was concerning to see, as the bulk of new transmissions come from people who either don’t know they are
living with the virus, or aren’t on treatment.”
Ending HIV set out to reposition regular HIV testing as part of a good sex life, celebrating all the weird and wonderful things men do.
Says Shaw: “We have become accustomed to manscaping our nether regions and sending dick pics to entice a mate, however getting a quick prick (HIV test) on a regular basis isn’t rooted in many of our sex lives.”
As always, Ending HIV expect to ruffle some feathers with this campaign.
Says Shaw: “Despite pretty good targeting strategies, Facebook can’t track whether someone has recently visited a public toilet or sex-on-site venue for an anonymous hook-up. So, we need to cast our net pretty wide, which we’re sure will offend some people.”
All sexually active men who have sex with men should be testing for HIV at least twice a year, or four times a year if condoms aren’t used consistently for anal sex.
New Zealand AIDS Foundation / Ending HIV
Michael Shaw, Marketing Manager
Anthony Walton, Marketing and Communications Lead
Victoria Walsh, Marketing Coordinator
Production Company: Chillbox
Gabriel Lunte, Director
Concept: Frost*Collective
Media Agency: Mediacom
4 Comments
I think I understand all the other stuff, but what’s with the bum douche?
I found the ‘I’ll see you all later in the Roman bath house’ smile from the guy leaving the doctors office a little condescending.
Message understood – Don’t stick a lamp in your ass and, if you do, don’t post the pics online.
Gold.