FROTTAGE

TitleFROTTAGE
BrandTHE RED WHISTLE\UNAIDS
Product / ServiceTHE RED WHISTLE/UNAIDS
CategoryB04. Posters
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Bryan S. Siy TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
Bryan S. Siy TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
Jimmy F. Santiago TBWA\SANTIAGO MANGADA PUNO Managing Partner\Chief Strategy Officer
Cj de Silva-Ong TBWA\SANTIAGO MANGADA PUNO Creative Director
Cj de Silva-Ong TBWA\SANTIAGO MANGADA PUNO Creative Director
John ed de Vera TBWA\SANTIAGO MANGADA PUNO Creative Director
John ed de Vera TBWA\SANTIAGO MANGADA PUNO Creative Director
Jamie Cabatit / Carlos Quimpo TBWA\SANTIAGO MANGADA PUNO Art Director
Portia Catuira/Miele Dungo TBWA\SANTIAGO MANGADA PUNO Accounts
Cj de Silva-Ong/Sam Dedel/John ed de Vera TBWA\SANTIAGO MANGADA PUNO Illustrators
Jamie Cabatit/Mariel Empit/Patrick Gañas TBWA\SANTIAGO MANGADA PUNO Illustrators
Sunny Lucero/ Michelle dela Cruz TBWA\SANTIAGO MANGADA PUNO Producer
Vince Belen/ Hann Marcelino TBWA\SANTIAGO MANGADA PUNO Editors

The Campaign

According to studies by the safe-sex advocacy group Red Whistle young people do not respond to HIV prevention campaigns that use fear and hard facts. The group’s research further indicated that a lighter approach would be more engaging. So we created an educational campaign that embraced their sexuality and their preference for sex without condoms.

Creative Execution

During International Condom Day, Red Whistle and UNAIDS jointly launched “Frottage: Go Wild on Safe Sex”, an awareness campaign, that promoted sex without condoms through techniques that are pleasurable yet safe: Axillary intercourse – inserting the penis into a lubricated armpit; Femoral intercourse – inserting the penis between the legs; Frot– rubbing the penis against another penis. The campaign also presented other methods of manual stimulation to achieve orgasm.

Indication of how successful the outcome was in the market

The event was attended by LGBT youth communities, social media organizations, influential safe-sex advocates, and local journalists including those from two of the country’s biggest media networks. The campaign earned praise from UNAIDS country director Dr. Louie Ocampo who said: "The illustrations show safe-sex alternatives, if someone doesn't want to use a condom, which can be the safest form of sexual intercourse. Promoting mutual masturbation and other forms of safe sex has always been part of our agenda. We just lacked the right approach back then."