The Canadian AIDS Society and Health Canada wanted to increase awareness among young women, gay/bisexual men and IV drug users, of the risks associated with unsafe sex and sharing needles. We spearheaded the creative and developed two theme lines: AIDS: not in this body and Keep the Tribe Alive. The themes were reinforced by using visuals of actual street kids and ravers on posters, rave cards and a compact booklet, with copy written in language and iterms that kids would understand, and accept. The campaign was extremely well received and achieved high recognition with the target group and non-governmental organizations who work with youth.

MUCHMUSIC was brought in as media sponsor and created a one hour live, coast-to-coast special called “Keep the Tribe Alive”. The show, together with a teachers’ guide, became part of MUCH MUSIC’s educational programming for Cable in the Classroom.

Creative Direction & Copywriting

For Focus Strategies and Communications / DDB

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