Frost* tells Sydney to put it on
Posted by Rachael Steven, 13 September 2013
Creative Agency: Frost*
Executive Creative Director: Vince Frost
Creative Director: Ant Donovan
Design Director: Benjamin Hennessy
Designers: Graziela Machado
The new campaign, Stay Safe, was launched in Sydney yesterday. (12, September, 2013) Typographic banners and metro-light posters placed around the city's centre and central business district use phrases such as 'oh yeah' and 'carry on' topped with brightly coloured condom illustrations.
“Frost convinced us that our message was so strong that we didn't need any cosmetic effect or sexy images - just a few words,” says ACON's Yves Calmette. “Frost convinced us that our message was so strong that we didn't need any cosmetic effect or sexy images - just a few words,” says ACON's Yves Calmette.
Design agency Frost* has created a new campaign encouraging the use of condoms for the Australia AIDS Council of New South Wales (ACON)'s Ending HIV initiative.
The bold black-and-white style is in-keeping with the visual identity Frost* designed for Ending HIV and previous sub-campaigns Test More and Treat Early, which are referenced in the new designs. First launched at Mardi Gras in March, Ending HIV aims to appeal to an audience that might have grown tired of traditional reinforcement messages, says ACON.
Stay Safe graphics will also be applied to temporary tattoos, t-shirts, tote bags and of course, a range of condoms. It's a striking and memorable campaign, and the mathematical formula device (Test More + Treat Early + Stay Safe = Ending HIV) is a simple but effective way to communicate the initiative's three key messages.
As Frost* founder Vince Frost explains in a video case study on the agency's blog, “we wanted to create something the whole community could be involved in and that almost becomes a rally cry.”
Applying the Shannon and Weaver Model to this Piece....
(using the diagram)
1.Information Source- ACON (AIDS Council Of NSW) (http://www.acon.org.au/about-acon)
2. Transmitter/ Encoder- Frost*, (http://frostdesign.com.au) Executive Creative Director: Vince Frost , Creative Director: Ant Donovan , Design Director: Benjamin Hennessy, Designers: Graziela Machado
3.Channel- Banners and Metro-light posters
4. Receiver - Sydney City Centre
5. Destination- Anyone Sexually Active, Young Adults- Adults
In this piece of design I believe there are elements of redundancy. For example in the context the desired audience, sexually active/ young adults will understand the simplistic sayings this is due to the very basic illustration of a condom. Which I would say is almost universally understood, in developed countries like Australia, England e.c.t. I think that the channel is also very effective as it is in the public domain on a large scale, and many young people will be in the city, perhaps for their jobs or study or just shopping. One thing that could be noise is buildings in the way or some people do not look around them, they may be in a rush and not be taking in their surroundings and so the communication would be broken down, but not many people would be like this and so I think that the campaign is successful along the Shannon and Weaver model. As well as this the subject itself is recognised but it is entropic in the way it is being displayed so publicly and so I think that this will capture the attention of many young people. AIDS is a subject that many people are aware of but it isn't really brought to light and this is why I think this campaign is quite successful , as I have stated I think that the design/ content itself is quite redundant and so it is simple and understandable, and very easily reaches the target audience, yet the topic itself is entropic. And so I think that this breaks the conventions of the Shannon and Weaver model as it is in-between redundancy and entropy.