MEN INTO MEN NEED TO KNOW

Australia has been a world leader in reducing HIV transmission.
Among Australian-born gay, bisexual and other men who have sex with men, new HIV diagnoses had fallen year after year.
But for many men arriving from Asia and Latin America, they hadn't.
Not because the information didn’t exist. But because cultural, familial, emotional and financial pressures had filled them with fear.
As Australia’s leading sexual health initiative for the GBMSM community, emen8 set out to reach those Australia's HIV response was leaving behind.
We discovered the barrier wasn't language.
It was belonging.
Community is one of the strongest forms of prevention.
Yet nothing in Australia's HIV response had been designed to bring new arrivals into that community.
So instead of speaking like a health authority, we spoke like the community itself.
With a simple mantra that anyone could pass on.
Men into men need to know.

Agency: The General Store
ECD: Sharon Edmondston
Art Director: Cassandra Wait-Hughes
Associate Creative Director: Chris Ching
Associate Creative Director: Flavio Fonseca

Production: DIVISION
Director: Harry Welsh
DOP: Jack Birtles