This campaign was part of an HIV/AIDS prevention initiative. The actual prevention points were not new: practice safe sex; get tested for HIV; and get educated about HIV/AIDS. The challenge was to deliver those messages in ways that were noticed.
The campaign included an innovative execution called a "Condom Reveal" as well as print and radio. We also created a television spot using footage we shot from the Condom Reveal execution.
The campaign was successful. It delivered tens of thousands of hits to the We Make The Change website (which is how the Department measures advertising effectiveness). The success of the Condom Reveal was just as impressive. By late afternoon, all the condoms were gone. In other words, the message was communicated while, at the same time, 900 condoms were given away – helping reinforce the message and achieve the campaign goal of HIV prevention in a very tangible way.