Bluewave has developed the identity for the You Choose website, which goes live this week.
The You Choose initiative is intended to raise awareness of HIV testing for gay males in London and the south-east. The project is a joint venture between the Victoria Clinic for Sexual Health and GlaxoSmithKline.
The look and feel of the website is intended to prompt reflection among users [of the website] about their sexual health, says Bluewave designer Sam Cottrell.
A confidential on-line questionnaire is the main focus of the site. Additional information is accessible from pop-up boxes so that progress through the questionnaire is not broken, says Cottrell.
The site features muted, understated colours so that users won’t feel uncomfortable about visiting it in public, she says.
The consultancy also designed banner ads for gay.com and the gay and lesbian section of Timeout and three ads for the gay press.
GSK HIV brand executive Simon Manners says, ‘We’re not trying to be in people’s faces. We want to pose the questions.’ The GSK logo is only on one page of the site, among a list of supporters for the You Choose initiative.
The Victoria Clinic for Sexual Health received a grant from GlaxoSmithKline in October 2001, ‘a sizeable amount’ of which was spent on the You Choose initiative, according to Manners.