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.
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