Cannes Lions
TBWA\SANTIAGO MANGADA PUNO, Makati City / THE RED WHISTLE / 2018
Overview
Entries
Credits
Description
According to studies by the safe-sex advocacy group Red Whistle
young people do not respond to HIV prevention campaigns that use fear
and hard facts. The group’s research further indicated that a lighter approach would be more engaging.
So we created an educational campaign that embraced their sexuality
and their preference for sex without condoms.
Execution
During International Condom Day, Red Whistle and UNAIDS jointly launched “Frottage: Go Wild on Safe Sex”, an awareness campaign, that promoted sex without condoms through techniques that are pleasurable yet safe: Axillary intercourse – inserting the penis into a lubricated armpit;
Femoral intercourse – inserting the penis between the legs; Frot– rubbing the penis against another penis.
The campaign also presented other methods of manual stimulation
to achieve orgasm.
Outcome
The event was attended by LGBT youth communities, social media organizations, influential safe-sex advocates, and local journalists including those from two of the country’s biggest media networks.
The campaign earned praise from UNAIDS country director Dr. Louie Ocampo who said: The illustrations show safe-sex alternatives, if someone doesn't want to use a condom, which can be the safest form of sexual intercourse. Promoting mutual masturbation and other forms of safe sex has always been part of our agenda. We just lacked the right approach back then.
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