LYC – Branding

Client: New Zealand Aids Foundation   Agency: Interbrand, NZ   Brief: Love Your Condom (LYC) was created in 2011 as a call to action campaign seeking to reduce HIV infections through the promotion of condom use amongst gay and bisexual men. The challenge was to continue to build brand value, maintain momentum, bring the brand more into the public eye and maintain appeal with the target community who can be difficult to engage with.