Cannes Lions

Play Safe Campaign

TBWA\SANTIAGO MANGADA PUNO, Makati City / THE RED WHISTLE / 2019

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Overview

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Credits

Overview

Background

According to UNAIDS, the Philippines is the country with the fastest growing HIV epidemic in Asia, with 68,000 patients diagnosed every year. 8 out of every 10 reported cases are young males who have sex with males without protection. Research shows that they don’t use condoms during sex because for them, unprotected sex is more pleasurable.

A campaign was needed to encourage the use of condoms through poster materials with a budget of 2,900USD.

Idea

Together with The Red Whistle, the country’s premier HIV-AIDS advocacy organization, we created a campaign that showed how using condoms can be fun and pleasurable. Posters were created showing bright and colorful condoms interacting in a playful way, with each visual showing different possibilities for safe play, from a couple to a foursome. The striking images only showed a part of the condom to create initial mystery as to what the images are.

The posters were put up in different call center buildings where many young Filipinos work. Studies have shown that call center agents in the Philippines have a higher risk of acquiring HIV-AIDS because of its environment and age demographic that tend to involve risky sexual behavior. The call center buildings were located in Manila (Northern Philippines), Iloilo and Bacolod (Central Philippines), the places with the highest number of newly-infected Filipinos.

Execution

The visuals are a combination of photography and 3D rendering. Different-colored condoms were shot and rendered to create the stunning images against a bright solid background. The posters measured 16.5 x 23.4 inches.

Outcome

The campaign was well received by the target audience, reaching over 5,000 people to date at the Awesome OS Davao call center. More posters are being put up in other call centers nationwide.

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