About the campaign

TARGET AUDIENCE

This campaign aims to reach gay and bisexual men as well as men who do not define themselves as such but who have sex with other men. Why? … because the incidence of HIV and other STIs is increasing in this segment of the population.

CONCEPT

The campaign seeks to establish a dialogue with the target audience in relation to a concept of “vulnerability.”  One of the key goals of the campaign is to promote HIV prevention by addressing the whole person rather than simply focusing on condom use.  People often have specific ways in which they may be vulnerable to taking a risk, and this can vary depending on the moment and the context.  Being able to identify the situations and factors that lead to this kind of vulnerability can help an individual find personal methods or strategies to reduce risk-taking.

Three different illustrations have been designed for this campaign, each evoking a well-known tale or fable with a distinctly gay twist: Adam and Steve (Adam and Eve), Tarzan and John (Tarzan and Jane), and an adaptation of the story of Snow White and the Seven Dwarfs.

The slogan that accompanies these visuals – Sex, Passion, Romance, Adventure...  Do you have what it takes? – aims to ask gay and bisexual men an intriguing question that encourages them to “think twice” without making value judgments about sexual interests or behaviours.  The slogan “Do you have what it takes?” is also intended to direct the targeted audience to the campaign web site (www.what-it-takes.org) for additional information about the campaign, sexual health and wellness, and local organizations that provide support and resources.

The web site also provides a blog that allows visitors to contribute their comments and ideas, and campaign materials can be downloaded and emailed to loved ones and friends.  Each of the campaign illustrations has also been adapted into a 30-second animated clip. As part of an Internet-based social marketing strategy, groups on Facebook and myspace.com have been created and a YouTube account has been opened to encourage widespread dissemination of campaign messages and materials. Banner placements on a range of web sites have also been used to increase campaign exposure, in particular among on men who live outside major urban centres and/or those who do not frequent gay social venues such as bars and saunas.