Hermina Deiana - Love Rocks
Don't be a dick!
/ J. Walter Thompson Frankfurt
Even though AIDS is still a relevant topic threatening our well being, only
a few people bare that in mind and don't think about prevention. The target
group was to be shaken up with an unseen campaign, creating awareness that
one can't ignore. The aim: bring back the theme of prevention (safer sex) to
the mindset of the people.
Party-people are hard to reach. The challenge was to find a visualization
that stuns a rather saturated target group. The campaign works with a visual trick,
showing throats look like penises. The german HL: „Riskier nicht Deinen
Hals“ is a german saying equal to „Don´t risk your life“ The clear message:
When it comes to sex, don´t be a dick, use your mind, use a condom.
The basic idea is
based on the fact that an over bend throat, seen from the right angle,is
reminiscent of a penis. To bring that illusion to perfection, ears and hair
were hidden with a black cap. In the phase of retouching the throats were
given the right length.
The main and sole objective of the campaign was to raise awareness among the
target group in clubs & bars. For additional reach, the social campaign
was to be seen all around the streets of Frankfurt/Main with advertising
pillars and posters and in magazines which focus on nightlife. The campaign
raised awareness for the topic of HIV prevention and caused a lot of positive
comments on Twitter, facebook and other social media channels.