In Love we trust / In Trust we lovePSI / TRUST Graphics August 2010
Swaziland is the country with the highest prevalence of HIV/AIDS in the world (31% for women and 20% on men). The use of condoms is seen as an obstacle to pleasure and intimacy. Furthermore, the TRUST brand, although still leader in the local market, was perceived by its main target population as both cheap and old-fashioned. So the goal was to promote the use of a new enhanced product and refresh the brand image.
We chose to work in a different way than the average state or NGO awareness campaign, because the odds of success would have been too low. Instead we created a glamour and fashion aesthetic, more in line with the target's state of mind, with well-rounded visuals and an easy to remember two-way message. This positioning finaly helped the brand to improve the perception and the use of the product, with a global increase of +36% during the 5 months of the campaign from the previous year.