Top Drawer Creative wins HIV awareness assignment
By Adnews Staff
Toronto-based Top Drawer Creative has been appointed agency of record by the Ontario Gay Men's HIV Prevention Strategy. The agency will develop a campaign intended to raise awareness of the stigma associated with HIV and discrimination among gay men. The campaign will focus primarily on social networking websites, with support in other media. "We identified a unique opportunity to reach the target audience in a direct manner by leveraging existing online social networks in the gay community," said Brian Gahan, vice-president of Top Drawer. "Web 2.0 has opened the door to offer an innovative and stimulating way to reach gay men across the province and reach niche audiences necessary to generate a more community-wide dialogue about issues related to HIV prevention and sexual health."