In early 2015, the Aids Council Of NSW (ACON) came up with a brilliant experiential concept that would get people talking about safe sex – in their aim to end the transmission of HIV by the year 2020. We were called on to assist and drive the PR for their concept.
ACON wrapped the Obelisk monument in Sydney’s Hyde Park with a giant, bright pink condom – to make a serious health topic easier to talk about.
We helped ACON grab people’s attention by tipping off every relevant media outlet across print, online, radio and TV early in the morning to ensure maximum coverage. The media coupled with Sydney’s peak hour traffic ensured that mass exposure was generated about a serious health topic, and in a conversational manner.
During the 2 weeks that the installation was in place, MAW helped to generate 308 pieces of editorial in Australia – reaching 3.8 million people, for an estimated $1 million of media coverage. The global media count was well into the thousands.