How might we get gay men to talk about HIV?

In 2015, HIV was on the rise for young gay men in Edmonton, yet they weren’t talking about it. They saw HIV as an old issue, relevant to the 80s rather than today. On top of that, our audience often ignored traditional public health campaigns. To really get the attention of young gay men, messaging needed to be created that the community could own. To achieve this, key messaging for the campaign was developed alongside and tested with the HIV Edmonton community. The language needed to be fun and topical. We couldn’t flinch with the language and imagery we used—and it needed to be embedded within the community.

This public awareness campaign won the 2016 Grand Clio in Health.


amiskwacîwâskahikan | Edmonton | Treaty 6

We acknowledge Treaty 6 territory—the traditional and ancestral territory of the Cree, Dene, Blackfoot, Saulteaux and Nakota Sioux. We work with respect in this land, live in peace and friendship with the peoples of this land and work into healing and reconciliation with all our relations. We are all treaty people.