New Zealand AIDS Foundation’s appoints bcg2 to handle creative for its Love Your Condom brand
bcg2 has started creative development on the next campaign for the Love Your Condom (LYC) brand after winning the business from the incumbent.
The initial strategic pitch involved four agencies with two making it into the final presentation of creative brand ideas to take LYC into the future.
Says Joe Rich, communications and marketing manager for the New Zealand AIDS Foundation: “The passion and enthusiasm of the team at bcg2 for our cause was clearly evident throughout the RFP process. The decision to change agencies was not taken lightly, and we wanted to know that whoever we worked with really understood our audience, was willing to work collaboratively, and had the capability to build on our current success. We’re looking forward to continuing our success with bcg2.”
New Zealand AIDS Foundation’s LYC brand is a government funded 1st line prevention campaign encouraging condom use among all gay and bisexual men. Its objective is to establish a condom friendly culture where their use is an expected, respected and celebrated part of consenting sexual encounters. The LYC brand has had fantastic results through targeted media, campaign activation and social marketing to increase rates of condom use and help reduce rates of HIV infection in New Zealand.
Says James Blackwood, bcg2 CEO & ECD: “We’re really excited to have Sydney based expat Kiwi Photographer David Shields working with us on the new creative direction for LYC. We see the new work as a natural step from where LYC has been and are keen to challenge boundaries to make the brand more appealing and relevant to all parts of its audience.”
The Media account for LYC was not part of this pitch and remains with Mediacom New Zealand.
1 Comment
I thought the LYC advertising campaign was great, beautiful colors, and an affirmative and simple message. However the latest NZAF campaign annoyed me, not because I am homophobic or conservative about advertising. There is no message as the poster provides only the open question ‘Why are gay and bi guys more likely to get HIV?’ Referring the person on the street to a website for answers is not responsible (relative to LYC campaign) because not everyone can afford an internet connection, or will care to look it up later. The impression created is that there is something wrong with gay (or perhaps just bi ‘guys’), as there is something wrong with HIV. Then again, I really just wonder why the NZAF needs 2 advertising campaigns for preventing HIV transmission and not just 1? Personally I would have run the LYC campaign twice instead a starting a new one. How about love your condom, love yourself 🙂