TKF makes compliments for Aids-Hilfe Schweiz against the beauty craze
Not good enough, not sexy enough, not successful enough... Especially in the gay scene, there is a lot of pressure to fit into a certain image. With an awareness campaign, Aids-Hilfe Schweiz and TKF are calling for more mindfulness and body positivity in the community. And it's short and sweet with the claim: "Super. As you are".
The body ideals prevalent in the community and discriminatory experiences in the heteronormative world lead to low self-esteem for many queer people. To change this, the "Super" campaign for Aids-Hilfe Schweiz relied on an almost old-fashioned concept: the compliment.
In a campaign orchestrated across all online and offline channels, the LGBTQ community was invited to throw compliments around generously. Inspiration for this was not only to be found on the landing page Drgay.ch/super give. Influencers from the community also picked up the ball and encouraged their followers to spread the message.
The idea behind it: Increased self-esteem has a positive effect on personal willingness to be tested regularly for sexually transmitted diseases, which is a central goal in the prevention work of Aids-Hilfe Schweiz. The campaign therefore combined the body positivity message with a special testing offer. And with success, as TKF writes: A total of 2,763 STI tests were carried out during the campaign period of two months.
Responsible at Aids-Hilfe Schweiz: Andreas Lehner (Managing Director), Florian Vock (Project Manager). Responsible at TKF: Alexander Fürer, Matthias Eberle, Nina Boschetti (creation), Tim Stockmar (creative direction), Larissa Ebneter (consulting), Jan Thoma (development).
