TASK

We were asked to build awareness of the fact that, while 1 in 6 Australian women had herpes, 60% of them didn’t know it. We needed to change the perception from ‘out of sight means ‘in the clear’ to ‘I must get checked now' to ensure I’m not spreading herpes unknowingly’.

IDEA

As the disease was largely hidden from our audience, we needed to place our message where they’d find it. With our tongue firmly planted in our cheek, we positioned herpes as a must have fashion accessory, planting it firmly on our target’s radar. Our line ‘Out of sight but not out of fashion’ supported this, making what is largely an invisible disease visible once again.

Overall this anti-ad awareness campaign, running nationally as double-page ads
in fashion magazines, truly resonated with our audience.

COPY READS: Jersey knit dress by Sumakhi opposite; embroided cotton chiffon wrap dress with silk belt by Fili & Grane. Genital herpes with severe itching by ‘No Idea’. It’s out of sight but it’s not out of fashion. 1 in 6 Australian women have the virus

Find out if you’re the one herpesfashion.com.au

COPY READS: Black cotton mini by Fili & Grane, opposite; Silk-chiffon ruffle by Sacai, at Anida. Genital herpes by Unsafe Sex at the Paragon, It’s out of sight but it’s not out of fashion.1 in 6 Australian women have the virus. Find out if you’re the one. herpesfashion.com.au

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COPY READS: Dave wears pin stripe blazer with matching silk tie by Molunarri and genital herpes with matching sores by Wild Buck’s Party. [opposite] navy blazer with black stove pipes By Gurde and genital herpes with painful stinging by Rugby Tour. It’s out of sight but it’s not out of fashion. 1 in 8 Australian guys have the virus. Find out if you’re the one at herpesfashion.com.au

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COPY READS: Dave wears pin stripe blazer with matching silk tie by Molunarri and genital herpes with matching sores by Wild Buck’s Party. [opposite] navy blazer with black stove pipes By Gurde and genital herpes with painful stinging by Rugby Tour. It’s out of sight but it’s not out of fashion. 1 in 8 Australian guys have the virus. Find out if you’re the one at herpesfashion.com.au