This multi-channel campaign for Love Your Condom (LYC) champions messages supporting condom use from queer Kiwi men at high risk of acquiring HIV.
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Driven by a rapid increase in social media engagement, LYC's Social Safety campaign engaged community members to voice their support for condom use.
This campaign went live New Zealand-wide in 2014 and included outdoor (billboard, adshell and street poster), print (magazine and venue poster) and digital (social media, website and digital ads) placements. It featured 15 community champions.
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Brand: Love Your Condom (New Zealand AIDS Foundation)
Campaign concept and internal campaign coordination: Trak Gray
Agency engaged: Interbrand New Zealand