29 September 2009

A new campaign is aiming to make gay men go bananas for condoms by getting fashionable brands to promote safe sex.

Launched today in Sydney’s Martin Place, the innovative campaign is being produced by ACON, Australia’s largest gay, lesbian, bisexual and transgender (GLBT) health and HIV/AIDS organisation.

Featuring pop art-inspired bananas and a tagline of “Slip It On”, the campaign is breaking new ground by enlisting various fashion and lifestyle brands to promote safe sex by having the campaign’s Slip It On logo appear in their marketing and publicity for selected products.

With its cheeky nod to the familiar red tips found on some Australian-grown bananas, ACON CEO Stevie Clayton says the Slip It On campaign is designed to extend the safe sex message from beyond gay venues and events and get it onto products that gay men use at home.

“HIV is one of the biggest health issues for gay men in Australia who account for over 70 percent of new diagnoses,” Ms Clayton says. “In NSW, the rate of HIV transmission has been relatively stable for over 10 years because most gay men in NSW use condoms most of the time. However, we always need to reinvent our safe sex messages to ensure they remain relevant, engaging and effective.”

“One of the key strategies for HIV prevention is developing and maintaining a culture that supports safe sex. This is particularly important for young gay men who may not be familiar with the risks of unprotected sex or who perceive condoms as lacking a ‘cool factor’. With this campaign we’re trying to make condom use more appealing and get that message into gay men’s homes by cross-promoting safe sex with popular and fashionable brands.”

International sportswear label teamm8 is the campaign’s launch partner. Designer Michal Nicolas says the campaign is a great fit for his products. “The brand essence of teamm8 is all about the sporting spirit of everyday champions,” Mr Nicolas says. “Safe sex is an essential part of keeping fit and healthy so we see this as an opportunity to add value to our brand. We’re very excited to be involved.”

Negotiations are continuing with a range of other high profile brands which are set to come on board as the campaign progresses.

The campaign’s first big outing will be this weekend at Sydney’s infamous Sleaze Ball with a squad of teamm8 models giving away bananas and condoms at the sports-themed event. Partygoers will also be able to contribute to the campaign by posing with bananas at a special Slip It On photo booth. The best poses will win teamm8 merchandise and other prizes.

teamm8 models will also be promoting the campaign at a range of GLBT community events over the long weekend including the Bananas in Cabanas pool party at The Ivy which will also feature a Slip It On photo booth. After the long weekend, the campaign will continue to be promoted in GLBT media, at selected GLBT venues and community events, and via a dedicated campaign website: www.acondom.org

The campaign was created by Sydney-based agency Frost*Design. Other partners involved in the launch include condom manufacturer Glyde, events company PLAY Communications and PR agency The Capital Group.