AIDS Foundation launches new HIV message

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Manscaping, douching and sharing dick pix on dating apps are all part of a good sex life for gay and bisexual men. So is testing for HIV. This is the message in the latest campaign from Ending HIV – a community-focused behaviour change programme run by the New Zealand AIDS Foundation to reach men who have sex with men (MSM).

There are around 3500 people in New Zealand living with HIV, however estimates show that over 500 don’t yet know it. A survey found that 1 in 4 sexually active MSM have never had an HIV test.

“This was concerning to see, as the bulk of new transmissions come from people who either don’t know they are living with the virus, or aren’t on treatment,” says Michael Shaw, marketing manager for Ending HIV.

“As always, Ending HIV expect to ruffle some feathers with this campaign.”

Ending HIV set out to reposition regular HIV testing as part of a good sex life, celebrating all the weird and wonderful things men do.

“We have become accustomed to manscaping our nether regions and sending dick pics to entice a mate, however getting a quick prick (HIV test) on a regular basis isn’t rooted in many of our sex lives,” says Shaw.

As always, Ending HIV expect to ruffle some feathers with this campaign.

“Despite pretty good targeting strategies, Facebook can’t track whether someone has recently visited a public toilet or sex-on-site venue for an anonymous hook-up,” says Shaw. “So, we need to cast our net pretty wide, which we’re sure will offend some people.”

All sexually active men who have sex with men should be testing for HIV at least twice a year, or four times a year if condoms aren’t used consistently for anal sex.


Client: New Zealand AIDS Foundation / Ending HIV
Marketing Manager: Michael Shaw
Marketing and Communications Lead: Anthony Walton
Marketing Coordinator: Victoria Walsh
Production Company: Chillbox
Director: Gabriel Lunte
Concept: Frost Collective
Media Agency: MediaCom

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