Sexual health charity the Terrence Higgins Trust has launched Get It On, a condom awareness campaign devised by Felton Communication, to mark the charity’s 25th anniversary this year.
Felton Communication was appointed to the project late last year, without a pitch. It has been working with THT ‘as a partner’ for the past seven years and creates a minimum of four integrated campaigns a year for its HIV, gay and African community divisions, as well as for the corporate and fundraising teams.
Felton Communication managing director Roger Felton explains that he was originally given two separate briefs – a corporate one to promote the wider remit of the charity and to mark its 25th anniversary, and a second, to create a condom awareness campaign aimed at the under-25s, a generation who were not exposed to the scare tactic HIV campaigns of the 1980s.
‘We decided that it was probably best to integrate the two briefs for maximum impact. The idea of Get It On is a rallying call that works on the two levels,’ says Felton. Felton Communication created the concept, name, logo, identity and promotional strategy for the campaign, which will be applied to press advertising, print platforms, information microsite www.condoms.chapsonline.org.uk/Home, and promotional goods.
A series of events throughout the year will help to reflect THT’s wider role in providing support services, campaigning, lobbying and raising awareness about sexually transmitted diseases, not just for the gay community or those with HIV, but for all sections of the community.