Gay men in Ontario have been subjected to a barrage of public health messages for decades, which has led lots of guys to tune out. On top of this, the messages are often presented the same way: photography of shirtless, beefy, cis-gendered guys.
So how do you create a gay men’s health campaign that will get noticed, challenge complacency, make sex ed fun, and allow for a truly diverse set of guys? We drew it!
An initiative of the Gay Mens’ Sexual Health Alliance, and funded by the Ontario AIDS Bureau, The Sex You Want delivers modern sexual health information in a fun, sex-positive and inclusive platform. The website at the centre of the campaign is packed full of sexy “real story” comics, cool infographics, and educationally-erotic, animated videos!
Along with our illustration partner Light Up The Sky, we developed The Sex You Want over 12 months, with extensive checkins and feedback from numerous community groups. In addition to the website and videos, the campaign included posters, postcards and t-shirts, along with media placement in non-traditional advertising spaces, digital out of home and included adult content sites and “hook-up” apps.
The Sex You Want has garnered a platinum Hermes Creative Award; a Webaward for Outstanding Achievement; and accolades from the community, like this glowing review from HIV/AIDS resource The Body.