Health4Men’s innovative condom wall installations in Cape Town have received a nod of approval from the advertising world.
The campaign, a collaboration between Health4Men, a project of the Anova Health Institute, and digital agency Native VML, aimed to highlight the prevention of sexually transmitted infections (STIs).
In June, hundreds of condoms were attached to three prominent walls in Cape Town, spelling out “HIV”, “Syphilis” and “Herpes”, in essence creating “condom art”. Within two hours, passers-by had cleared the walls – causing the infections to “disappear”.
On Friday, it was revealed that the project has been selected as a finalist for a prestigious Loerie Award in the category of Media Innovation.
Health4Men’s Glenn de Swardt congratulated Native VML’s Ryan McManus on his team’s achievement.
“This demonstrates the need to bring often taboo concepts, such as sexual health, HIV and other sexually transmitted infections, into the realm of mainstream advertising,” he said. “We look forward to collaborating with other agencies to explore creative platforms for innovative sexual health messaging.”
If used correctly and consistently, condoms do work. They remain the cornerstone of safer sex but the general decline in condom usage and escalated rates of STI and HIV infections in South Africa clearly highlight the need for creative approaches to prevention messaging, said Health4Men.
Health4Men’s condoms are aimed at men who have sex with men, who appreciate slightly larger (and more comfortable) condoms, available in both natural and black.
The Loeries are South Africa’s most prestigious brand communication awards dedicated to celebrating creative talent in the advertising industry.