New Zealand AIDS Foundation Durex

Better Safe Than Syphy

Agency: IPG


“Syphilis? That’s something from hundreds of years ago, right?” That’s the reaction you generally get when you talk to people about New Zealand’s very real, and very 21st century problem with this archaic STI. However, syphilis has become such a problem in this country, that it’s now at its highest levels ever. In fact, in just the last few years, reported cases have increased 560%. We set out to tackle syphilis and put it back where it belongs; in the dark ages. The campaign aims to spread awareness through a clash of eras. Modern hook-up locations, like bars, clubs and toilets are juxtaposed with a character out of time – someone in 16th century garb, looking to proposition you, using modern pick-up lines turned Shakespearean. It’s a safe sex campaign for the ages.

This professional campaign titled 'Better Safe Than Syphy' was published in New Zealand in December, 2019. It was created for the brands: Durex and New Zealand AIDS Foundation, by ad agency: IPG. This Print medium campaign is related to the Health and Public Interest industries and contains 3 media assets. It was submitted over 4 years ago.


Advertising Agency: FCB New Zealand, Auckland, New Zealand
Chief Creative Officer: Tony Clewett
Senior Art Director: Melina Fiolitakis
Senior Copywriter: David Shirley
Photographer: Ross Brown
Retoucher: Jason King
Designer: Josh O'Neill, David Reid, Kevin Grady
Senior Mac Op: Scott Kelly
Producer: Pip Mayne, Jess Turney
Creative Services Director: Jenni Doubleday

Bench Accounting
The Clinic


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