CLIENT: AUSTRALIAN FEDERATION OF AIDS ORGANISATIONS (AFAO)
THE BRIEF: Design and implement a video, print and web campaign aimed at same-sex attracted men between the ages of 18-26. Campaign objectives were to increase HIV awareness; increase engagement with HIV testing; increase HIV risk reduction knowledge; increase understanding of relevant youth services and reduce stigmatising language and attitudes.
THE PROJECT: We recruited five young gay men from around Australia and filmed interviews and observational material over a week. We produced 10 short subject-specific videos which were hosted on a microsite, outspoken.org.au. Additionally, we created 15-second promos for each of the videos, and a character-introduction promo for each character. These were used by the client to create a social media campaign to drive traffic to the micro-site. Other campaign assets included printed posters, thumbnails, and animated banners for online advertising.