How do we stop the spread of HIV when people don’t know they’re spreading it?
That was the big question that framed our work on the HIV Tonight campaign earlier this year. HIV was on the rise in Edmonton, partially because 21% of Canadians with HIV don’t know they’re HIV-positive and are unintentionally spreading the virus to their partners. Plus, our audience wasn’t paying attention to traditional public health campaigns.
So we worked with HIV Edmonton to come up with a bold approach that could truly make a difference in HIV awareness and reducing the number of incidences. Our campaign, HIV Tonight, targeted the 4,000 young men who have sex with men in Edmonton with provocative and interactive materials.
This week, we learned that our risqué campaign took home the Grand Clio, Clio Health Award, the most prestigious international advertising award on the planet.
Watch our case study video below:
(Warning: graphic content)
Using targeted advertising, interactive postcards and an engaging microsite, we were able to deliver important information about the spread of HIV in a way that challenged myths without blaming and stigmatizing the very community we wanted to reach.
The Clios are known as “the Oscars of the advertising world” and to receive Grand Clio is the highest international accolade an agency can receive in health communications. “We are so very proud of our brave client and our breakthrough creative work,” says campaign Creative Director Jeff McLean.
“Walking away with a Grand Clio is an incredible made-in-Edmonton story.”
We’re also thrilled HIVTonight is the only Canadian project to receive the Grand Clio Award across all award categories this year.