Bold campaign for HIV-prevention drug focuses on pleasure (possibly NSFW)

The video above, and an image later in this post, may be NSFW, depending on where you work.

This just-launched campaign to raise awareness for a new HIV prevention drug that's just becoming available in Australia is unabashedly sexy. Instead of a clinical approach to promoting the drug's primary benefit of HIV prevention, the three-month social campaign is graphically focusing on the more sensual benefits for men who take it, as Ant Donovan, group creative director with Frost, explains: 

The idea behind the creative was to empower gay men by depicting them enjoying the confidence of a worry-free, highly pleasurable sex life. Taking PrEP daily allows gay men to have a stress-free sex life, so it made sense to be very direct in our approach.

Ad Nut is all for consenting adults indulging in physical pleasure, and it's great to see positive depictions of same-sex couples reveling in their mutual gratification, with the smoldering looks and the touching and the heavy breathing and...um...

Begging your pardon, Ad Nut seems to have lost Ad Nut's train of thought for a moment there.

Oh yes: The agency has created three 30-second videos, each in a "PG" and "R" version, which will run on ACON’s website, Facebook, Instagram and dating sites. Ad Nut found "Be in control" (above) to be quite heated, and can only wonder how NSFW the upcoming installments, titled "Be in the moment" and "Fuck hard" will be.

A still image from the campaign

Some of the info available on PrEP indicates it should be used in combination with condom use, rather than as a substitute. The video above certainly doesn't attempt to get into such complexities, but the organisation's campaign website does an excellent job explaining the clinical guidelines and what's appropriate for men in different situations.

This campaign is part of a larger effort that ACON and Frost have been running for over three years (see some previous coverage here).    

CREDITS
Group Creative Director: Anthony Donovan, Frost*collective
Junior Designer: Johnny Boardman
Account Director: Max Delplanque
Photographer / Videographer: Christian Scott
Edits: Joseph Harper
Michael Wacher: Campaign Production Officer, ACON

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