WA AIDS Council targets the general community with new data-driven campaign via Tonic Digital

The WA Aids Council has launched its 2018/2019 campaign targeting the general community, using a series of comedic video ads to raise awareness around getting tested and the increase in HIV within heterosexuals.

WA Aids Council Chief Executive David Kernohan said while a number of treatment and prevention programs had reduced the rate of HIV, some heterosexual people were still under the wrong impression that the virus did not affect them.

“And that’s one of the things that we’re trying to do, is to get through to the general community that HIV is not just something that affects the LGBT community. By using humour, we are able to quickly break down misconceptions, educate and entertain audiences all at the same time” Kernohan said.

The videos have been created and conceptualised by Sargon Studios as part of an integrated campaign by Tonic Digital.

Tonic Digital Director Brendan Collins said by transitioning the not-for-profit’s communications to a data-driven model back in January, a higher level of engagement has been achieved across the organisation’s channels.

“Through working with David and his team for the last 10 months we have been able to build out their audience data which has allowed us to create more meaningful advertising that resonates and performs at a higher rate” Collins said.

The WA Aids Council has had success through their digital initiatives as of late, using these channels to raise awareness around PrEP medication within the gay and MSM community, with the number of new cases contracted in WA falling to a 10-year low.

WA Health Minister Roger Cook said the latest figures were a great success story.

“It comes down to the PrEP program, it also comes down to the targeted strategies to raise awareness,” he said. “And what it means is that people are now talking about this issue.”

Kernohan said he’s excited about the organisation’s future campaigns and what can be achieved throughout WA.