Rod is "Ready!" for the new Love Life campaign
The condom is no longer at the heart of safer sex: according to the FOPH, the focus is now on individual protection and testing recommendations. The associated campaign by Rod Komunikation is all about the moments before sex.
Since 1987, the Federal Office of Public Health FOPH has repeatedly caused a stir with its HIV prevention campaign. Now the term "safer sex" is being redefined. Because as different as people have sex, so different are the protection and testing recommendations. And the best way to find out about these is before you have sex - with the newly developed safer sex check.
"Ready!" for safer sex
Because many of the important protective measures do not only come into play during sex, but even before it, the new "Ready!" campaign also takes place largely before sex and shows what people do to prepare for sexual adventures. This also includes the safer sex check.
There is another reason for the focus on the moments before sex: Rod worked with Affective Advisory for the campaign. Their behavioral research analysis shows that there is a so-called "hot state" during sex, in which risk-conscious decisions are no longer made. This finding served as a springboard for the "Ready!" concept; the population is now being made aware of the safer sex check in the "cold state".
In addition, the FOPH and Rod Kommunikation are using the current subjects to circumvent the increasingly strict social media restrictions on showing bare skin.
Ambitious goals
This year, the campaign will be visible on various online channels, social media, OOH and DOOH in order to reach a broad target group. The campaign thus contributes to achieving the objectives of the new national program NAPS with: By 2030, there should be no more new transmissions of HIV and the hepatitis B and C viruses in Switzerland. In addition, the spread of other sexually transmitted infections is to be reduced.
Responsible at BAG: Adrian Kammer (Campaign Manager), Michelle Buchser (Project Manager), Eva Marti (Co-Project Manager). Overall responsibility for conception, creation and realization: Rod Communication. Production: Shining; Ivan Stojilikovic (Director), Aleksandar Košutić (DoP), Markus Müller (Photographer), MassivMusic (Music), Stefan Girtanner (Senior Producer), Nathalie Maibach (Line Producer), Stefan Bircher (Producer). Digital products: BlueGlass. Media: Mediaschneider.
