With advances in HIV prevention such as PEP and PrEP, The Gay Mens' Sexual Health Alliance (GMSH) needed an updated, engaging resource on safer sex.
Our challenge was to cut through the complacency of a jaded audience with fresh, compelling content we knew guys would read.
We also wanted to avoid the stereotypical photographs of athletic, cis-gendered, shirtless guys and depict the real diversity of the community.
Creative Director
- User experience design
- Script writing, storyboards
- Animation director
- Audio designer
Instead of going photographic, we chose to illustrate the campaign — which also let us produce cheeky comics, shareable infographics and steamy animated videos.
This innovative approach to public health meant we could also go inside the body, and depict the interaction of cells, fluids and the HIV virus.
Made in Collaboration
Throughout the two-year development, we collaborated regularly with multiple working groups of guys —including indigenous, Afro-Caribbean, Asian, trans and other sub-populations of men — to ensure our material would resonate.
We got their input on everything from character designs to video scripts, resulting in a campaign that was called "exceptionally inclusive" by the queer press.
Results
According to a government study, 36% of gay men in Ontario who encountered the website reported making positive changes to their sexual health practices.
By request, the campaign was also submitted to the UN AIDS Committee as a model of a successful HIV intervention program.
"[These] authentic reflections of the target audience demonstrate organizational commitment to racial and ethnic diversity."
—The Body
