Burnett Foundation Aotearoa exists with the goal of an Aotearoa with zero HIV transmission.
The challenge: 59% of young gay and bisexual men get their sex education from porn, and school sex education is primarily heterosexual. How can they learn about sex safely and responsibly?
We collaborated with Burnett Foundation Aotearoa to create The Ins & Outs, written by peers based on their own experiences navigating their sexuality in a playful, cheeky and accessible way.
Working with famed gay illustrator H O R N O, we created a visual language that was non-threatening, playful and sensitive to the community. The site is supported by online video, outdoor, digital display, and social platforms including TikTok, Reddit and Grindr.
HYPER-TARGETING HOOK-UPS:
- Digital ads across Grindr and other relevant display channels used smart data to proximity target people in known hookup locations.
- Posters and condom wallets were also sent to sexual health clinics, sex on site venues and gay bars across the country.
LATERAL THINKING, BROADER REACH:
- We ran radio ad libs with ZM and BFM to start the dialogue, then leveraged push notifications and eDM’s from iHeartRadio to drive audiences to our video.
- We partnered with comedian Tom Sainsbury who created “don’t be a dick” content for his combined 282,000 followers.
- We commissioned a special “don’t be a dick” podcast episode with MSM community figure heads Kita Mean and Anita Wiglit, drawing some of their biggest audiences to date, achieving almost 3 times the engagement of past episodes in their Happy Hour series.
Kita and Anita shared content to their combined 213,000 Instagram followers and our influencer partnership with Tom Sainsbury earned 59k+ views.
