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OBJECTIVE
BrandAllianceTM was approached by a not-for-profit organization for support in a campaign to help young men living on the streets to identify and adopt behaviours and attitudes that would be beneficial to their sexual health in terms of STBBI and HIV/Aids prevention.
STRATEGY & EXECUTION
The name established for the project was "Attache ta tuque! Fais un homme de toi!" (Get ready! Act like a man!*). This name calls upon these young men to take responsibility when it comes to safe sex. Key messaging for the campaign was developed, such as "Mieux vaut le porter que le regretter!"(Better to wear it than to regret it!*) and "Prends ton condom pour plus de protection!"(Use your condom for more protection!*). These very direct slogans promote the use of the condom to prevent the risk of sexually transmitted diseases, regardless of the image conveyed by young street males when it comes to its use.
From there, promotional boxer shorts equipped with condoms were chosen as the medium for the message. The boxer shorts were the perfect canvas for imprinting key messaging on. The item had to exclusively target men, while attracting their attention. It was also important that it be something the young men would keep and use, to help raise their awareness to the prevention of STBBI.
The distribution of the boxer shorts, along with a condom and an intervention guide was carried out by the neighbourhood interveners and their partners, namely the medical centres and the youth centres.
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RESULTS
More than 724 contacts were established during prevention workshops and 252 young men participated in the campaign. Nearly 1,200 pairs of boxer shorts were distributed to the street youth (some asked for more than one pair), and 1,500 condoms were given out. Following its success in the first year, the project was extended until 2012 and boxer shorts have already been selected as the promotional item for next year’s campaign.
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