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Health Promotion Board (HPB)

Challenge

This campaign targets middle-aged men who visit prostitution regularly and hopes to steer them away from the act. To understand our target audience, we went to the actual scene to observe. We noticed that they tend to start the night by eating at the coffee shops in Geylang, as they "shop" for potential candidates. 

Solution

We designed a tissue pack design, containing only 1 sheet of paper, to be given out to these middle-aged men as they hang out at the coffee shops. The tagline, "Aids is not Visible", is presented with an ironic visual, using insects that look highly poisonous to depict the HIV Virus, using a scare tactic to drive prevention.

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