Warning: Audiencentric Graphic Content Below.
HIV is on the rise for young gay guys in Edmonton, yet they weren’t talking about it. They saw HIV as an old issue, relevant to the 80s rather than today. On top of that, our audience often ignored traditional public health campaigns.
To really get the attention of young gay men, we needed a campaign the gay community could feel like they owned.
It needed to be fun and topical. We couldn’t flinch with the language and imagery we used—and it needed to live where they play.
In gay bars, a penis graph poster got our audience’s attention and showed them that HIV is on the rise. A reversible card told them to take their pick between condoms and testing and an interactive “dick finger” postcard got guys having fun with the message that HIV is being spread with the swipe of a finger on hook up apps. Similar pieces also ran on the Gay Ad Network, with every piece leading them to HIVtonight.com
The site was designed as a series of interactive widgets. By making the information engaging and bite-sized, users were drawn through the site to gather a variety of key communication points. The site included amusing animations, a fun quiz, and risqué interactive game. Explicit images, conversational language, and sexual innuendo all worked to share serious information in an entertaining way.
With just a four-week campaign period that was highly targeted to 4000 young men who have sex with men in Edmonton, HIVtonight.com received over 5000 visits. HIV Edmonton reported an incredibly positive response from the many members of the target audience that contacted them as a result of the campaign and microsite.
HIV Tonight has also garnered attention from the advertising and communications industry. Calder Bateman is proud to have received one of the highest international honours for creative innovation and excellence: the Grand Clio for Integrated Campaign, Health & Wellness.