Emen8 launches new inclusive sexual health campaign ‘Do It, After You Do It’ via Think HQ to tackle rising rates of syphilis among GBMSM

Positive change agency Think HQ has set a new benchmark for inclusive health communication with a campaign tackling rising rates of syphilis among gay, bisexual, and other men who have sex with men (GBMSM).

The ‘Do It, After You Do It’ campaign was created for Emen8, a collaborative health information platform run by two of Australia’s leading LGBTQ community health organisations, ACON and Thorne Harbour Health.

Commissioned in response to escalating syphilis rates – prompting the Chief Medical Officer to declare the infection a communicable disease incident of national significance earlier this year – the campaign targets one of the groups most at risk: sexually active GBMSM.

Campaign development followed targeted community focus groups conducted by Think HQ, that revealed both curiosity and confusion about Doxy-PEP’s safety, efficacy, and credibility.

These insights informed the campaign’s approach to build awareness and education around rising syphilis rates and brings antibiotic Doxy-PEP and its safe use as an evidence-based prevention tool into mainstream conversation through pairing health messaging with humour and authentic storytelling.

At the heart of the campaign is a suite of bold, animated characters embodying the GBMSM community’s diversity and humour to cut through the seriousness of the topic with messaging that remains sex-positive, non-stigmatising, and medically sound.

Recognising the cultural and linguistic diversity across GBMSM audiences, Think HQ translated and transcreated the animation into Mandarin, Vietnamese, Spanish, and Thai – making ‘Do It, After You Do It’ one of the first Australian STI prevention campaigns to use community-driven, in-language animation as both an educational and behavioural-change tool.

The bold, vibrant line up of characters reflect the rich diversity of GBMSM communities and subcultures. Each character representing a relatable persona within the community – from partygoers to partners – to deliver vital information clearly, in a cheeky yet trustworthy tone across all creative assets, spearheaded by a 60 second hero film.

Each version was developed by paired transcreators – bilingual members of the GBMSM community who adapted slang, humour, and tone. In-language voiceover artists from within the community ensured credibility and authenticity. The result is not a series of translations, but reimagined versions that speak naturally to each audience.

Think HQ’s culturally authentic approach demonstrates how culturally attuned creative, guided by community voices, can make sensitive sexual health topics approachable, engaging and medically credible.

Says Jonathan Weiss, Emen8 / ACON Principal Planner: “​​​Syphilis continues to be a growing concern within our communities, and campaigns like this are critical in helping people access accurate, judgment-free information about their sexual health. Doxy-PEP is a promising new tool, but awareness and understanding are still catching up. Working with Think HQ allowed us to create messages that truly resonate – grounded in community insight, cultural understanding and a tone that empowers rather than shames. It’s been fantastic collaborating with a team that brings both creative flair and deep respect for the communities we serve.”

Says Blake Mason, Think HQ Head of PR and Audience Inclusion: “This project exemplifies what an integrated, purpose-driven agency can deliver when every discipline works in sync – from research and creative to community consultation, production, strategy and language services. The public health conversation around Doxy-PEP evolved rapidly, and our team was able to adapt just as quickly. By working hand-in-hand with ACON and Thorne Harbour Health, we ensured the campaign stayed factual, inclusive and timely. It’s a great example of what happens when creativity and community collaboration come together for impact.”

The integrated campaign is live, running across paid channels Google Search, Google Display, YouTube, Meta (Facebook + Instagram), Grindr, Scruff, Jack’d, Squirt, Recon, Reddit, Pornhub, and Sniffies, and on Emen8’s social channels including Instagram, Facebook and a YouTube animation content hub. Earned components are focused on LGBTQ+ media and community/health stakeholders.

Emen8 (ACON & Thorne Harbour Health)
Jonathan Weiss – Principal Planner
Chris Williams – Project Lead
Tony Siprom – National Campaign Planner

Think HQ
Jen Sharpe – Founder & Managing Director
Sarah Wood – Sydney Director
Blake Mason – Project Director
Wellison D’Assuncao – Creative Director
Waqas Tahir- Strategy Director
Callum Yeo – Senior Integrated Producer
Steve Hacklin – Animation
Adam Dixon-Galea- Sound Engineer
Ben Ryan- Copywriter
Donna Kalish- Art director
Phoebe Lim – Graphic Designer
Anna Wang – Language Services
Inma Cortes – Language Services
Yuning Wang – Language Services

Talent
Aunty Jonny (English VO)
Nicolas Amador Ojeda (Spanish VO)
Pongpich Panya (Thai VO)
Weilson Chang (Mandarin VO)
Do Hieu Nghia (Vietnamese VO)