We had to do something different to shake people up a bit and get them to realize that life is fragile. To really have an impact, our campaign had to “come out of the closet,” as it were. We had to create a respectful engagement zone featuring multiple points of contact designed to get a reaction out of our target audience.
We had to go beyond the usually messages about HIV, which are unfortunately no longer very effective.
The goal of this campaign initiated by the Bristol- Myers Squibb department of virology was to raise awareness among young homosexual males in the gay communities of Montreal, Toronto, and Vancouver regarding the risks related to certain sexual behaviours.
The ultimate goal was to convince them to get tested for HIV.
