RULES OF A F***BUDDY

TitleRULES OF A F***BUDDY
BrandNEW ZEALAND AIDS FOUNDATION
Product / ServiceNEW ZEALAND AIDS FOUNDATION
CategoryB03. Use of Print / Outdoor
EntrantMEDIACOM NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation 2 DDB NEW ZEALAND Auckland, NEW ZEALAND
Media Placement MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND

Credits

Name Company Position
Anna Hall DDB Great North Road Business Director
Anna Hall DDB Great North Road Business Director

Why is this work relevant for Media?

In March 2018, New Zealand became among the first countries globally to publicly fund pre-exposure prophylaxis (PrEP) medication for those at high risk of contracting HIV. HIV transmission is still present as many New Zealanders aren’t consistently taking steps to protect themselves and their sexual partners. The New Zealand AIDS Foundation (NZAF) challenged us to change this among men who have sex with men (MSM). Talking about sex (especially sex between men) in Aotearoa (New Zealand) can be tricky, even as a secular country, so this is a story of how a bold media strategy and execution got NZ talking.

Background

NZAF is a small organisation with a big goal: to eradicate new HIV transmissions. With the introduction of PrEP, wide availability of condoms, and the knowledge that people living with HIV with an undetectable viral load cannot transmit HIV sexually, there are a number of options for MSM to keep themselves, and their partners safe. However, every year in New Zealand MSM (NZ’s highest-risk group) still make up the highest number of new HIV diagnoses . NZAF wants to change this and ensure better health and wellbeing outcomes for all MSM. Despite being quite socially liberal (decriminalising homosexuality in 1986 and voting in marriage equality in 2013), Kiwis don’t often talk enough about safe-sex. Even with those they are having sex with. The brief from NZAF was simple: “change this”. Our objectives for this campaign were to get MSM, and NZ as a whole, talking about safer sex options.

Describe the creative idea/insights (30% of vote)

Research into our target audience of 18-39 year-old MSM highlighted that many had multiple casual sexual partners (often known as f***buddies), with whom they have their own set of “rules”. These rules can cover where, how often, and when they met up, as well as the form that each relationship takes. The creative idea was to tap into these “Rules of a F***buddy” by encouraging MSM to add rules about safer sex into the mix. Our insight was: although having multiple sexual partners is not uncommon, the concept of talking about safer sex rules with each (as opposed to a one-size-fits-all approach) isn’t publicly acknowledged.

Describe the strategy (20% of vote)

To reach our target audience of 18-39 year-old MSM, we recognised the need to be present in both the digital and physical spaces where they live, work, play, match and mingle. Activating our insight, we elevated the concept of multiple casual sexual partners into the very public eye. Our strategy was, “spark conversations about the rules f***buddies need to protect themselves, by giving representation to this common relationship type on public stage”. We led with risqué and radical large-format outdoor, to get attention, challenge ingrained habits, and to start conversations amongst MSM, as well as media and the public. We supported this with targeted digital audio visual online, and social to reinforce the message with MSM, and to allow the public to submit their own “rules of a f***buddy”.

Describe the execution (20% of vote)

Our strategy played-out across the two cities in NZ with the highest concentration of our target audience. High-impact large format outdoor in Auckland and Wellington launched the campaign, accompanied with highly-visible digital outdoor, and street posters. This created conversation amongst the public and the media, and drove traffic to the campaign website www.rulesofafuckbuddy.com Two weeks after launch, we introduced phase two of the campaign: ambient media and guerrilla-style street marketing. We skewed more heavily towards MSM in Auckland with pavement decals, street stencils, and a PVC wrap of the exterior of a prominent public bathroom – next to an iconic gay venue. Phase three of the campaign introduced user-generated content in the form of their own “rules”, continued digital activity and introduced an element of targeted digital video.

List the results (30% of vote)

Our bold approach, as a small advertiser on a tight budget, worked! The impact on our target audience was notable with 22,600 new visitors to our website, and 195 user-submitted “rules”. Our objectives of starting conversations were met, with five positive media responses including NZ Herald and Radio NZ, the national radio broadcaster - this is significant coverage in our small country. This proved that we could spark conversations about taboo (but important) subjects without sparking outrage.