This multi-channel campaign for Love Your Condom (LYC) champions messages supporting condom use from queer Kiwi men at high risk of acquiring HIV.
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.
Brand: Love Your Condom (New Zealand AIDS Foundation)
Campaign concept and internal campaign coordination: Trak Gray
Agency engaged: Interbrand New Zealand