Trust and Wear - Доверяй и надевай!
Posted by Marc | 2-02-2011 22:53 | Category: Discrimination, Gender issues, Health
Two spots from Russia about HIV prevention. From a country where is no tolerance towards gay and bisexual men.
The campaign started as awareness within the gay community. The obvious message is protect yourself, use a condom. Or as the campaign tagline says: “Trust and Wear.”
But soon the videos went viral on several big Russian websites like sostav.ru, adme.ru and social networks. Georgy from the Laboratory for Social Advertising told me that intolerance became the subject in most articles and reaction online.
The social cultural factors such as stigma, discrimination and homophobia keep young people away from self-identification as homosexual or bisexual men. In consequence, they refuse to participate in prevention programs.
So a campaign which was meant for a limited target group gets a whole new audience. Georgy says he is glad it happened. Fighting homophobia is the first and most important step.
The campaign is made for LaSky, the most ambitious project for HIV prevention in Russia.
It is sponsored by PSI and led by Focus-media foundation.
The Russian version of the videos:
Доверяй и надевай!
Advertiser:
LaSky
Agency:
Laboratory for Social Advertising
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