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Assignment: The project and its goals
As the final installment of the highly successful Ending HIV campaign, Frost*collective helped ACON to design and produce the treatment focused creative. The objective of ‘Treat Early’ was to communicate the key benefit of early treatment, which dramatically reduces the risk of HIV transmission by HIV positive men.
The campaign followed the earlier campaign messages targeting gay men to help end new transmissions of the virus in Australia by 2020 and aligned with the equation – test more, treat early, stay safe. The challenge and opportunity for Frost*design was using the creative in each installment to address how to tackle each part of stage of the process.
Results: Success of project and/or the client's reaction
The 'Treat To Make Undetectable' scheme is executed with special material treatment and production processes, which render the 'HIV' typography hard to detect, conveying the message in a visual and sensory way and challenging the viewer to engage with the message to make the campaign memorable.
The 'Drop Your Load' scheme, using risqué phrases, creates cohesion with the previous campaign work. Aesthetically the creative is a continuation of the campaign to date, but a shift to a black canvas is used to freshen the brand and a new colour of fluorescent green lends extra strike through.
The campaign successfully reinforced condom use and the importance of testing for the virus more often.
Overall, the 'Treat Early' campaign reached exceptionally high recall rates of up to 85%.
“We are continuing the Ending HIV campaign on a very optimistic note, capitalising on ground breaking research results, communicating a drastically improved outlook for people diagnosed with HIV or those effected by it, and overall by delivering the campaign's key objective of helping to end new HIV transmission by 2020.” [Vince Frost, CEO and Executive Creative Director, Frost*collective.]