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Tuesday, 27 April 2004 |
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The remit was to create awareness and promote safer, healthier clubbing throughout the Merseyside region during the Christmas and Millennium celebrations (4 week period). The target clients were people involved or participating in the dance club scene.
The various elements of the campaign: condom packs, posters, T-shirts, point of sale and information cards were positioned in the target audience areas of congregation such as clubs, pubs and bars, retail outlets and colleges and universities offering specific, efficient communication. The colours used in the campaign suggest a fresh healthy backdrop to the images and text, which are heavily influenced by club culture 'lifestyle' images, filmed with a video camera to look believable. This offers realism and easy identification with the target audience.
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