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New Zealand AIDS Foundation: Rules of a F***Buddy

‘Rules of a f***buddy' is the latest campaign from Ending HIV – a community-focused behaviour change programme run by the New Zealand AIDS Foundation (NZAF) to reach men who have sex with men (MSM). Together with award-winners DDB, Ending HIV created a series of joyously sexy images and paired them with rules encountered in f***buddy relationships and HIV prevention - sourced from our community. This message is going to be hard to miss - with posters and billboards lining the streets, banners on dating apps and promotions across social media, reaching f***buddies across Aotearoa.
Agency: DDB, New Zealand
Being up against significant advertising-standard challenges, an online content hub was needed to make sure the message could be shared in all its risqué glory, without asterisks or duct-tape.
Other credits

Photographer: Mara Sommer

Media Agency: Mediacom

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