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New Zealand AIDS Foundation: We Both Take PrEP
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‘Rules of a f***buddy’ is the latest campaign from Ending HIV – a community-focused behaviour change programme run by the New Zealand AIDS Foundation (NZAF) to reach men who have sex with men (MSM). Together with award-winners DDB, Ending HIV created a series of joyously sexy images and paired them with rules encountered in f***buddy relationships and HIV prevention – sourced from our community. This message is going to be hard to miss – with posters and billboards lining the streets, banners on dating apps and promotions across social media, reaching f***buddies across Aotearoa. Being up against significant advertising-standard challenges, an online content hub was needed to make sure the message could be shared in all its risqué glory, without asterisks or duct-tape.
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