Aids Foundation takes a new shot at HIV

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A new campaign created by Sydney agency Frost*Collective is encouraging gay men to “drop their load” to end HIV transmission.

Aussie website Campaign Brief says the campaign stars comedian Tom Sainsbury and has been delivered by the NZ Aid Foundation/s Ending HIV, a community-focused behaviour change programme aimed at men who have sex with men.

All the creative was produced in Australia – the only NZ agency involved was MediaCom.

Auckland-based Ending HIV marketing manager Michael Shaw said: “We’re unequivocally telling New Zealanders that if someone living with HIV has had an undetectable viral load for more than six months, HIV does not transmit through sex – even if condoms aren’t being used.”

An undetectable viral load is when the amount of HIV in a person’s blood is no longer able to be detected by a standard viral load test.

“The Aid Foundation have created 1500 pun-filled ‘cum rags’ to educate about undetectable while loads are dropped.”

This latest message from Ending HIV is in support of the global U=U movement, which declares that Undetectable = Untransmittable.

Shaw said: “Evidence has been mounting for a long time now and with every new study saying the same thing, we made the decision to make this statement.

“People are still using ‘unsafe’ as a synonym for ‘condomless’. That needs to change. We feel proud to tell New Zealanders that dropping their load has never been so risk- free.”

CB says Kiwis will “see this message popping up everywhere” – on the radio during their morning drive to work, flicking through Grindr, or walking down main streets all over the country.

To spread the word further, Ending HIV have created 1500 pun-filled “cum rags”, to educate about undetectable while loads are dropped.


Client: NZ Foundation (Ending HIV)
Marketing Manager: Michael Shaw
Marketing and Communications Lead: Anthony Walton
Marketing Specialist: Trak Gray
Production Company: Chillbox
Director: Gabriel Lunte
Agency: Frost*Collective (
Media Agency: Mediacom

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