ACON: “I’m On” Campaign

A sea of pink for HIV awareness.


When NSW health promotion agency ACON wanted to do something monumental for their “I’m On” HIV awareness campaign, they called us. We joined forces on a multi-platform adventure – inside, outside and all-around.


Sydney’s iconic Hyde Park was centrestage. We covered a heritage-listed obelisk with a giant, bright pink condom, which towered 18 metres high. On the ground, “I’m On” ambassadors handed out free condoms, alongside sexual health information. Meanwhile, at Bondi Beach, we handed out thousands of inflatable rings, creating a striking sea of pink.

A/nd then...

We hit headlines in more than 40 nations around the world, reached 10 million people via social media and raised awareness by 89% in Sydney. We certainly helped ACON towards their ultimate goal: ending HIV transmission in NSW by 2020.