New Zealand: Rules of a F***buddy Campaign Spreads Safe Sex Message

Ending HIV – a community-focused behavior change program run by the New Zealand AIDS Foundation has launched a campaign ‘Rules of a f***buddy’ created by DDB NZ and to reach men who have sex with men.

“As a sex-positive organization that engages individuals at high-risk of HIV, we know that we need to use language that our community uses – which means we sometimes use vocab that might make your nana blush,” said Michael Shaw, marketing, communications and fundraising manager for Ending HIV.

“We wanted to create something that was really sexy and wouldn’t get lost in the noise. We’re talking about enjoying sex as safely as possible – so we want to make sure it’s portrayed in a positive and relatable way.” Read more via Branding in Asia