Who knew a government campaign about safe sex could be so… sexy?
In 2010, HIV/AIDS, Hepatitis, STD and TB Administration (HAHSTA) tasked Octane with creating a breakthrough condom use and awareness campaign to promote the District of Columbia’s free condom distribution program. Octane did just that—and so the Rubber Revolution DC was born. Bold, fresh, attractive, modern, artistic, and relevant, Rubber Revolution DC is the model for public health campaigns—multi-media integration of how research can be translated into plain talk to address targeted audiences’ real-life concerns and barriers to positive decision-making. Octane addressed typically taboo topics: condom size and fit, reluctance to use a condom in the heat of the moment, and comfort and feel. Octane humanized the discussion about the use of condoms, and in doing so, charted a new course for future District and national public health campaigns.
Team Octane created multiple ads featuring sleek, highly stylized visuals supported by compelling and credible messaging. The campaign’s interactive website, RubberRevolutionDC.com site garnered the 2011 Bronze Anvil Award of Commendation. Octane also created a suite of collateral materials and promotional items that were pushed out by community partners to hard-to-reach populations throughout the city. With the addition of the award-winning “Take on the Night” TV ad, the campaign’s impressive reach continues to extend. The campaign’s reception and recognition make clear that Rubber Revolution DC has changed the look and tone of government condom campaigns. Rubber Revolution DC (and Octane) rejects the stereotype of government public health initiatives as having to be staid and improves the ability of government to reach targets and impact positive health decisions.
Target audience: DC residents
Client: DC Department of Health, HIV/AIDS, Hepatitis, STD and TB Administration