From Grim to Glam

Lessons learnt from an extreme makeover

Ben Tart

Campaign Coordinator

ACON Strategic Plan

• 1.4 Developing innovative ways of delivering our messages in new places including use of emerging technologies.– Greater use of multimedia including viral

marketing and internet

• 1.1 Reduce rates of unsafe sex– Conduct broad condom reinforcement

campaigns…with culturally appropriate language and images.

Ideas Genesis

• Diversity within campaigns

• Call for fear based campaigns or a “return to the Grim Reaper”

Fear Campaigns

• 1987 Grim Reaper campaign• Unintended flow-on effects• May be effective in persuading people to

remain abstainers and reinforcing their views.

Strengths

• Social Marketing• Networks• Contacts• Management Support• Issue awareness• Content creation

(focus)

Weaknesses

• Web technology exp• Video/film production• Script writing

(outsource)

Project Direction

• Community incorporation vs Corporate Creation

Community Project Partners

• Video Production - Andrew Worboys• Script writing - Michael Idato• Audio Recording – Joy FM, John Stanton and

Management.• Web content management – Eric• 10 Cast members• Costume/make-up/production assistants

(On set behind the scenes video)

Lessons• The more partner involvement the greater the

chance for direction divergence from original vision.

• Keeping the project “on track”• Clear vision from outset• Articulation and “selling” of vision to partners• Detailed planning

– Script treatments– Story boards– Shot list and shooting schedule

• Process can empower Community Partners who become campaign advocates

• Value ad- community resonance and $$ cost

Viewer Engagement

• Myspace

– 818 “friends”• 160,000 extended friends.• Multiple features• Two way engagement• Community galvaniser

• Youtube

– 24,000 viewings

Sample Viewer Comments

• I loved this advertisement. I was 5 years old when the original grim reaper ad aired, I remember it so well, it scared the shit out of me. This is funny, witty, and to the point... Perhaps without meaning to be, it's also a great example of how far we've come…Cheers!

Sample Viewer Comments

• Is this actually going to air on TV?!?! Why the fuck must you portray gay people this way? We are not all drag queens, leather bears and club twinks. Why are these always the main images portrayed? Where's the diversity? This ad doesn't speak to me as a gay man at all - and it doesn't speak for most gay men either. I can't see this dumb ad preventing any new cases of HIV transmission - its only accomplishment will be to reinforce tired old stereotypes. (Ipex1975)

Sample Viewer Comments

• It was an internet/social application/viral marketing campaign. The purpose of the campaign was to initiate discussion about HIV and debunk the demonisation of HIV+ people in the original grim reaper ad using parody. You saw the lesbians in the campaign? A diversity world first for such a campaign. All done on volunteer time and effort.

Sample Viewer Comments

• Funny ad, still at the same time definitely getting the message about HIV and AIDS prevention across very effectively. (wiganrugbynut)

• Great video with a very meaningful message: Yes to safer sex! (klwl)

Next Steps

Phase 2 campaign push• Press ads – community press• Posters – community venues/events

Evaluation• Quantitative• Qualitative