– Test often campaign –
My role: design and copywriting
After launching a successful series of creative campaigns for the Aids Council of NSW since 2013, Frost* design was enlisted to design a campaign that encouraged at-risk regional LGBTQI populations to get tested for HIV. I worked across both design and copywriting for this project.
The challenge: How can you reach an at-risk rural audience and encourage frequent HIV testing?
The solution: Frost* developed a strategy anchored in a deep understanding of the audience, their attitudes, needs, frustrations and motivations. We built upon the previously established tone of voice for the campaign by utilizing humor as a device to deliver the crucial message to ‘test often’ for HIV.