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Durex & NZ AIDS Foundation: Better Safe Than Syphy: Grindr
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"Syphilis? That's something from hundreds of years ago, right?" That was the reaction we generally got when we talked to people about New Zealand's very real, and very 21st century problem with this archaic STI. But, syphilis has become such a problem in this country, that it's now at its highest levels ever. With 70% of those cases affecting men who have sex with men. With the help of FCB, the AIDS Foundation and Durex have set out to tackle this problem and put it back where it belongs; in the dark ages. Our campaign focuses on creating a clash of eras. We took modern hook-up locations, like bars, clubs and toilets and inserted a character out of time – someone in 16th century garb, looking to proposition unsuspecting partners. In print and outdoor, modern pick-up lines have been given a Shakespearean makeover – “Art thee down to fornicate?” And in gay social networking app, Grindr, we borrow from the vernacular of the medium, as men-out-of-time proposition users with lines like “Upeth to?” and “May I behold thine aubergine?”
Because syphilis can be symptomless, our main goal is for people to get tested. But, to really make sure we stamp it out, we also need guys to embrace safe sex too. So, in bars, thousands of condom wallets have been placed, instructing men to “Cloak thy tallywacker”, “Wrappeth thy pecker” and “Sheath thy wang”. It’s a safe sex campaign for the ages.
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