“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.
Print advertisement created by IPG, New Zealand for New Zealand AIDS Foundation, within the categories: Health, Public Interest, NGO.
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