The “Join In” campaign
“Join In” is a prevention campaign that comes under the auspices of the 
“DON’T GIVE AIDS A CHANCE” campaign. The current “Join In” campaign “Be aware and use a condom” builds on the fundamental concept at the heart of all HIV prevention campaigns, namely that condoms protect. It also brings the issue of STIs to the public’s attention even more so than before.
“Join In – Be aware and use a condom” campaign is based around people’s individual ideas of sexuality, with a varied range of people making self-confident statements such as “I want it to be romantic” or “I want it to be spontaneous”. Both young and old, they are everyday representatives of the various target groups.
The campaign is intended to arm people with the knowledge they need to protect themselves against these diseases, as well as information about how they are transmitted and what the symptoms of HIV and other STIs are. It also informs them about advice and treatments that are available. The open nature of the campaign and the variety of motifs used are also aimed at countering the taboo of HIV and STIs and encouraging open dialogue within society.
Launched in April 2012, the cross-media three-year prevention campaign uses large posters, illuminated billboards, adverts and ambient media such as postcards to get its message across. A new feature is the direct connection of these offline media with the homepage www.machsmit.de. Users can access the relevant page of the mobile site www.machsmit.de on their smartphones using QR codes. Accompanying social media activities complement the high-impact and target group-specific approach. The communication mix is completed by an exhibition stand which has the same consistent look and feel as the rest of the campaign.
Documents
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Campaign “Join In”: Themes |
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Link
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Campaign “Join In” |
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