Havas Worldwide Zurich: New FOPH campaign for the 25th anniversary of AIDS prevention

The large-scale advertising campaign aims to promote the correct handling of sexually transmitted diseases and thus further curb their spread. The main message: "Talk to your partner about sexually transmitted diseases - no matter what". Havas Worldwide Zurich wrote this in a press release on Friday.

The campaign kicks off with a film that will be shown on TV and in cinemas. It shows a couple undressing each other during stormy foreplay. But the young man tries in all seriousness to hinder the disclosure of his abdominal problem by wearing several pairs of underpants on top of each other. While the opening phase focuses on the usual repression, the three spots in the subsequent flights are intended to demonstrate, no less humorously, how to do it better. Taking responsibility for yourself and your partner means informing them about a possible sexually transmitted disease. Whether by shadow play, Morse code or even thought transmission - there are no limits to the imagination. The main thing is that the problem can now be solved together.

The presentation is flanked by other advertising materials that vary the central idea in imaginative ways. For example, on posters and online banners: with flowery descriptions of the unpleasant circumstances of a sexually transmitted disease. The target group is also encouraged to create their own slogans and vote for them online.

The return of syphilis, gonorrhoea, chlamydia and the like prompted the Federal Office of Public Health to shift the focus of its "Love Life" communication last year: from pure HIV prevention to all sexually transmitted infections (STIs), according to long-standing agency partner Havas Worldwide Zurich, formerly Euro RSCG Zurich. In 2011, the agency launched a campaign calling on those affected to go to the doctor if they have STI symptoms. The current communication campaign goes one step further: if a doctor has diagnosed an STI, the patient's sexual partner(s) must be informed. This is the only way to take effective measures to prevent a ping-pong effect or the spread of the disease.

The Federal Office of Public Health (FOPH) commissioned the campaign development together with the Swiss Aids Federation (AHS) and the Swiss Sexual Health Foundation (SGS). It is important to those responsible that partner information is provided voluntarily and in the best possible way for those affected. To this end, Havas Worldwide Zurich set up a tool on the established online platform Check-your-lovelife.ch. Here, infected people can get tips on how to master the often difficult conversation with their partner. Alternatively, letters, emails or text messages can be sent via the website, anonymously if desired. This service is particularly useful for people with changing sexual partners. The online tool is advertised by doctors and specialists, as well as via a link in the campaign's various advertising materials.

The integrated prevention campaign will start on October 15, 2012 and run throughout Switzerland. Two further waves are planned for 2013.

Responsible at the Federal Office of Public Health: Adrian Kammer (Campaign Manager), Norina Schwendener (Project Manager Campaign), Roger Staub (Program Manager National HIV/AIDS Program at the FOPH). Responsible at Havas Worldwide Zurich: Frank Bodin (overall responsibility), Peter Schaefer (strategy), Caroline Ronzani, Amanda Portmann, Maria Ebnoether (consulting), Axel Eckstein (creative direction), Florian Birkner (text/concept), Andrea Huber, Suzanne Friedli (art direction), Laurie Morard (graphics), Anne-Marie Pappas (illustration), Cara-Anne Specker (art buying), Michael Wegmüller (web project management). Responsible at Condor Films: Dominik Stibal (Executive Producer), Alessandra Angiuli (Producer), Robert Nylund (Director), Kaspar Tuxen Andersen (Cinematographer), Johan Wik (Editor). Responsible at Jingle Jungle: Gregor Rosenberger (music composition, scoring/sound design).