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

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‘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.
Credits Other credits

UX/UI Designer: Ashley Cook

Lead Front-End Designer: Danillo Castilho

Lead Producer – Digital Content: Lizzy Funaki

Digital Producer: Sheetal Pradhan

Senior Full Stack Developer: Emmanuel Odorisio

Motion Designer: Anastasia Maslennikova

Studio Producer: Adele Glover

Senior Mac Designer: Barry Cumming

Senior Mac Designer: Nicole Dekker

Mac Designer: Paul Edwards

Business Director: Anna Hall

Business Manager: Paris Reardon

New Zealand AIDS Foundation:

Michael Shaw, Communications & Fundraising Manager

Victoria Walsh, Marketing Co-ordinator

Anthony Walton, Marketing & Communications Lead

Hannah Smith-Frank, Digital Marketing Specialist


Freya Watson, Media Buyer

Loren Smith, Account Director


Mara Sommer

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