HIV Tonight

Entire Advertising Campaign

Population Above 500,000

2017

Calder Bateman
t: 780-426-3610
e: shuitsing@calderbateman.com

Company: Calder Bateman Creative Director: Jeff McLean Copywriter: Ryan Kenny Art Director: Jaime Calayo Graphic Designer: Suzanne Huitsing Account Executive: Cheryl Meger, Frank Calder Production Manager: Dave Falconer Digital Strategist: Adam Rozenhart Media Supervisor: Nicole Vestergaard

HIV is on the rise for young gay guys in Edmonton, yet they weren’t talking about it. To get their attention, we needed a campaign the gay community could feel like they owned. It needed to be fun and topical. We couldn’t flinch with the language and imagery we used—and it needed to live where they play.With just a four-week campaign highly targeted to 4000 young men, HIVtonight.com received over 5000 visits.