Equal - LGBTQ Testing campaign
The Government created an initiative called Equal
Their job was primarily to encourage the gay community to get regular testing for STDs
At the time every other ad campaign in this space used explicit images of real models. The problem with that is when the ads appeared in gay men’s magazines whose content was super-explicit the ads were practically invisible! What a waste.
So I figured if we wanted to stand out from everything else we had to do something different
After a bit of thinking and a spot of research I struck gold. I discovered Billy Dolls. 13 inch high dolls specifically designed for the gay community. Exactly what I needed to help the work – and our message – stand out
The campaign won a ton of awards.
But best of all, it got a lot of love from our audience to the point where we got calls from Men’s mags from other countries. They loved our creative, refreshing approach to the subject and wanted to put our ads in their publications – totally free!
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