Campaign urges more frequent HIV testing

The campaign includes light posts, street posters, t-shirts and merchandise for volunteers, press, social and digital media executions, as well as a branded float for last weekend’s Mardi Gras parade.

Increasing testing rates among gay men is vital, because HIV is generally transmitted by people who don’t know they have it, said Nicholas Parkhill, CEO of ACON.

The bold, graphic language is inspired by early 20th Century revolutionary posters and iconic ‘Choose Life’ t-shirts from '80s band Wham!, according to the agency.

The use of bright orange echoes the brand colour of the rapid testing program, [TEST], drawing a direct link back to the action.

'Test more' follows on from 'I’m in', which raised awareness that ending HIV is possible at Mardi Gras in 2013, and a susequent 'Stay safe' campaign that reinforced condom use.

CREATIVE CREDITS

Client: AIDS Council of NSW (ACON) and NSW Health
Creative Agency: Frost*
Executive Creative Director: Vince Frost
Creative Director: Ant Donovan
Designers: Graziela Marchado
Account Director: Charlotte Brady