As designers, we are often tasked with breathing new life into an old message. This usually requires copious amounts of coffee, sleepless nights and a large scrap heap of failed concepts. Finding a design solution for an already established message is no easy task. You have to look at the history of previous creative (what worked, what didn’t work), your target audience, current design trends, and then find a new way to break through to your audience. Once you find the creative solution though, it’s fun to see an old message learn a new trick.
Frost* design was recently faced with this challenge. The Australian LGBTI health organization ACON was looking to give new life to a familiar message: using safe sex practices to end HIV. This is a message that is still relevant today, but has a danger of being overlooked and tuned out. Looking for a fresh approach, they worked with Frost* design to develop engaging outdoor display ads to correspond with their “Ending HIV” campaign. The “I’m ON” display ads are designed to primarily target gay men. The creative solution built off the direct and modern design of the “Ending HIV” campaign, but infused with humor and bold statements. The simplicity of the design allows the ads to quickly convey the main message of safe sex through condom usage, and secondarily provide a way to get more information. The bold and light-hearted tone of the message, helps to engage gay men who have seen and heard it all before, and are tired of hearing a preachier message.
For Frost*, the hard work has paid off. Not only has the campaign been successful for ACON, but it is currently featured in Communication Art’s 2014 Interactive annual, as a standout campaign. For a print campaign to get featured in an interactive annual, they must have done something right.
Giving old messaging a new facelift is part of the daily grind for most designers. What recent reinvented campaigns have captured your attention? Where do you look for inspiration when re-designing a campaign?