item details
Phantom Billstickers Ltd.; printing firm; 2015; New Zealand
Overview
This poster advertises a safe sex message aimed at gay and bisexual men. The poster features dancer and choreographer James Luck in an overtly sexual and masculine pose, and cheekily plays on motorbike culture.
The poster was part of 'Love Your Condom' (LYC) - the New Zealand AIDS Foundation's HIV prevention programme which aimed to build a condom culture among gay and bisexual men. Eye-catching billboards and posters were displayed in Auckland, Hamilton, Wellington and Christchurch in 2015.
Posters are a traditional method of advertising. Why does a safer sex message aimed and gay and bisexual men need to be advertised to all passers-by? Posters in the street are not easily ignored, and may catch the eye of men who don't look at targetted media such as gay magazines or websites. Such messaging can also gain respectability and traction among wider communities when displayed on authorised hoardings.