Gay Men's Sexual Health Alliance
Making sex ed anything but preachy
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A modern, diverse, sex-positive information campaign
Gay men in Ontario have been subjected to a barrage of public health messages, which has led a lot of guys to just tune out. On top of that, the messages are often presented the same stereotypical way. In an initiative from the Gay Men's Sexual Health Alliance, and funded by the Ontario AIDS Bureau, we created a gay men's health campaign that got noticed, challenged complacency and made sex ed fun.
Services
- Brand
- Creative advertising
- Integrated marketing campaigns
- Campaign optimization
- Web design and development
- Content marketing strategy
Industry
Healthcare
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Platinum award for non-profit
Hermes Creative Awards
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Outstanding, achievement in web development
Web Awards
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Gold, Non-Profit Web Design
Marcom Awards
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Website development
Changing up the message by drawing it
The website at the centre of the campaign is packed full of sexy “real story” comics, cool infographics, and educationally-erotic, animated videos.
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Along with our illustration partner, Light Up The Sky, we coordinated with several not-for-profit organizations and community groups to get the results they wanted.
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From videos, and digital out of home to posters, postcards and t-shirts, we spread the message wide. Even choosing media placement in non-traditional advertising spaces, like adult content sites and hook-up apps.
Merchandising
The Sex You Want Swag Shop
Following the hugely successful campaign, our client asked us to help the participating AIDS Service Organizations gain easy access to promotional material on-demand. A Shopify eCommerce shop–including t-shirts, phone cases, drawstring backpacks, hats, mugs and more–was born that offers sexy swag to anyone and everyone who wants it.
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Their work is innovative and unlike anything else produced in Canada, not just in Ontario. I don’t have enough good things to say about Art & Science.
Dane Griffiths
Acting Director, Gay Men’s Sexual Health Alliance of Ontario