How to tell men who are about to enter a gay bar or sauna for some anonymous sex, that they should be safe, and that safety is a matter of combining different methods of prevention. There’s understandably no time for complex messagery or smart concepts in a dark room – but we do want to get the message across.
We created a campaign that revolves around an easy-to-remember mantra “PROTECT TEST TREAT REPEAT”, and combined it with explicit, sexy, gay photography that focuses on the pleasure of occasional sex, rather than the dangers of it. The campaign features on condom wrappers, posters in gay clubs, HIV testing kits and brochures that volunteers use to spread the message. Sensoa even took the campaign to the streets during the Brussels and Antwerp Pride.