Jaffe Keating lands HIV awareness brief for Terrence Higgins

The Terrence Higgins Trust, the charity offering help and advice on HIV and Aids, has returned to full-service advertising with Jaffe Keating.

The Terrence Higgins Trust, the charity offering help and advice on

HIV and Aids, has returned to full-service advertising with Jaffe

Keating.



Its brief is to run a national campaign to raise awareness among gay and

bisexual men of the advantages of knowing their HIV status when they are

in a relationship.



The project, which is expected to evolve into a long-term appointment,

marks a change of strategy for the charity, which had relied on ad hoc

tactical advertising by design companies and freelancers. Media buying

has yet to be finalised.



The decision was made without a formal pitch but followed strategic

presentations. Tom Lawson, the trust’s communications manager, said:

’We’ve tended to avoid full-service agencies but Jaffe Keating struck us

as people we could work with.’



The agency’s first advertising, using posters, style magazines and gay

media, will break in January.