New Zealand AIDS Foundation / Durex: Better Safe Than Syphy

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New Zealand AIDS Foundation Print Ad - Better Safe Than Syphy
New Zealand AIDS Foundation Print Ad - Better Safe Than Syphy

“Syphilis? That’s something from hundreds of years ago, right?” That’s the reaction you generally get when you talk to people about New Zealand’s very real, and very 21st century problem with this archaic STI. However, syphilis has become such a problem in this country, that it’s now at its highest levels ever. In fact, in just the last few years, reported cases have increased 560%. We set out to tackle syphilis and put it back where it belongs; in the dark ages. The campaign aims to spread awareness through a clash of eras. Modern hook-up locations, like bars, clubs and toilets are juxtaposed with a character out of time – someone in 16th century garb, looking to proposition you, using modern pick-up lines turned Shakespearean. It’s a safe sex campaign for the ages.

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