Felton Communication has created an HIV campaign for charity Terence Higgins Trust coinciding with World Aids day today.
The campaign, primarily targeted at the UK’s gay community, will feature across adverts in the gay press, T-shirts, condom packs, posters and information flyers, challenging the audience to think about the risks of HIV and their status.
Underpinning the campaign is recent research by the Health Protection Agency, showing that undiagnosed infections is increasing, with up to 10 000 gay men unaware that they are carrying the virus, and the average length of time around four years before diagnosis.
Graphic features – including strong typographic impact and visual simplicity, as well as the strapline ‘Think you’re still negative?’ – aim to deliver the facts across a range of touchpoints.
The idea was to develop an ident that could be used for this campaign and have the longevity to work on subsequent HIV testing campaigns, as well as HIV health promotion to a wider population, according to Felton Communication founder Roger Felton.