THE LOVE KARAOKE BY TERRY LIM
Condom use is a critical element in a comprehensive, effective and sustainable approach to HIV prevention. The objective of this campaign is to close the gap between knowledge and behavior and build a safer sex culture through normalising condoms and initiating conversation regarding their use.
effie awards
WINNER OF THE GOLD EFFIE AWARDS For its creativity & effectiveness.
76,000
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Action for AIDS has been reaching out to heterosexual men who visit the red light district and other adult/night entertainment outlets, in order to increase HIV awareness and promote condom use. This year, we launched a sexy campaign targeting the audience at these venues. We roped in Singapore’s famed director, Royston Tan, to produce a ‘sexy’ music video. The video featured Getai singers in sexy outfits singing a Hokkien song in a karaoke lounge. DVDs and other promotional materials were distributed in the red light district and the adult/ night entertainment outlets.
A total of 61 night coffee shops were also visited as part of the outreach.We also held 2 Getai around Geylang, 8 coffee shop road shows and 5 club shows during the campaign which was held between December 2011 and March 2012. This effort to promote condom use has managed to reach out to over 76,000 men. The music video produced by Royston went viral with over 100,000 hits and secured much coverage by the press. The campaign also won a Gold accolade in the EFFIE Awards Singapore 2012 for its creativity and effectiveness.
BLUE COLLAR WORKERS Were reached during the 3 month campaign
2. 1 | Action for AIDS’s HMO programme ambassador Ye Shi Pin, interacting with the patrons, on the importance of testing. 2 | Terry and the amazing crew receiving the award on stage.
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