Title | RULES OF A F***BUDDY |
Brand | NEW ZEALAND AIDS FOUNDATION |
Product / Service | NEW ZEALAND AIDS FOUNDATION |
Category | F03. Excellence in Media Execution |
Entrant | MEDIACOM 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 |
Name | Company | Position |
---|---|---|
Anna Hall | DDB Great North Road | Business Director |
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 challenging, even as a secular country, this is a story of how a brave approach, and skilfully-executed campaign got NZ talking.
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, ensuring better health and wellbeing outcomes for 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. NZAF’s brief was punchy: “change this”. Objectives for this campaign were to get MSM, and NZ as a whole, talking about safer sex options.
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.
To reach our target audience of 18-39 year-old MSM, we needed to be visible 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, and to start conversations amongst MSM, 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”. High impact, targeted media would both tell the story and deliver our creative message in a tactical way. However, we expected that securing placements with our message would be difficult.
With such a risqué proposition, negotiations with suppliers turned into an art. During campaign planning, we were turned down by ooH (NZ’s largest outdoor supplier), Outbrain, TVNZ’s, YouTube, Google and various social media platforms. At each hurdle, the media plan was changed, and creative resupplied according to Advertising Standards Association’s guidelines. We used our planned guerrilla advertising as leverage over traditional media suppliers when barriers were encountered. Eventually we secured the large format billboards in Auckland and Wellington to launch the campaign; along with highly-visible digital outdoor, and street posters. This created conversation amongst the public and the media, driving traffic to the campaign website www.rulesofafuckbuddy.com Phase two introduced ambient media and guerrilla-style street marketing: pavement decals, street stencils, a PVC wrap of a prominent public bathroom – next to an iconic gay venue. Phase three of the campaign introduced user-generated content, continued digital activity and added targeted digital video.
Our bold approach, as a small advertiser on a tight budget worked, and our skilful negotiations paid-off! 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.