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