Club Risky Business Creative Brief
A strategy document for Club Risky Business, a multimedia campaign in Zambia focusing on concurrent sexual partnerships. The objective of the campaign is to serve as a “wake-up call” or “epiphany” for target groups.
The communication objectives were:
- Increase personal risk perception for acquiring HIV through better understanding of “window period” (viremicity) and sexual networks (role of concurrency)
- Increase understanding of protective behaviors (primarily partner reduction but also condom use)
- Increase sense of responsibility to not infect others
This video describes the development of the project.