Archive for February, 2010

BEFOREPLAY…

February 24, 2010

Paul Freeman one of Australia’s best erotic photographers (he of the sexy Bondi and Outback books) has produced some very sexy and engaging images in a new health promotion campaign for this year’s Mardi Gras season. The campaign is titled BEFOREPLAY, and has been produced by ACON and developed by Frost*Design.

I think this creative is a step in the right direction in terms of moving forward safe sex messaging to a rather jaded audience. The “BEFOREPLAY” tagline is engaging and helps build saliency of the campaign and I believe most people will identify with the images in the ads (if you are going to talk about sex then why not show people having sex). I really do think the images make the creative more relevant to the target group.

And if you happen to apply Mike Hall’s PIS Model for evaluating communications these get a nice tick on all counts, The campaign is delivering a Persuasive message, it is Involving and it is certainly Salient. Furthermore the “take care of each other this summer” message from ACON will help build engagement with the overall ACON brand, which lets face it is a key objective of any advertising regardless of the message.

I am sure not all will agree with me, but if the ads provoke thought and prompt discussion, which I am sure they will, that is evidence that they are cutting through.

To get an overview of the entire campaign, visit www.acon.org.au/beforeplay

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Wear It With Pride

February 16, 2010

ACON have launched a new education campaign called Wear It With Pride to help people understand the Federal Government’s recent reforms affecting same-sex couples.

In July 2009, the Federal Government amended 85 pieces of legislation that discriminated against same-sex couples.  Which is great news, if people actually knew about them, hence the campaign.

The campaign has been created by M&C Saatchi, and there are various print and poster ads, and central to the creative are 85 tee-shirts inspired by various human stories behind each of the reforms.

Engagement with the ads and as such the new changes, is driven by the multifaceted individuals and their different stories used across different elements of the campaign. What M&C Saatchi have managed to do is create a nice salient execution and at the same time ensure a level of involvement that means the key message will be easily understood.

I don’t expect everyone to see this campaign to walk away knowing exactly what all those 85 changes were or all the detail behind them, but most will walk away with the awareness that these changes have taken place and hopefully a desire to know more.

On that note the campaign also features a comprehensive website where you can actually educate yourself about all the changes:

http://www.wearitwithpride.com.au

Oh and one finale note, all the individuals you see in the ads appeared so entirely voluntarily and pro-bono, good on them for adding their voices to such a great cause.