Men Into Men Need To Know: emen8 puts belonging at the heart of sexual health in new campaign via The General Store
The General Store has partnered with emen8, a national sexual health initiative for gay, bisexual and other men who have sex with men (cis and trans), to launch Sexual Health Is Yours, an empowering new brand platform built around a simple insight: having access to information doesn’t always mean feeling like it’s meant for you.
While trusted sexual health information is readily available, people can still struggle to see themselves in the conversation. This is particularly true for those who are new to Australia or finding their place within the community. Sexual Health Is Yours aims to make that experience feel a little more welcoming and connected.
At the heart of the platform is Men Into Men Need To Know, an integrated campaign built around a simple, repeatable mantra that speaks more like community than healthcare. Designed using rhythm and repetition, the construct is a flexible way to talk about everything from HIV prevention and testing, to consent, relationships, and more.
Leading the campaign is a 60-second hero film directed by Harry Welsh and produced by DIVISION. Shot on 35mm film, the piece celebrates the warmth, intimacy and diversity of Australia’s gay, bisexual and other men who have sex with men, introducing the mantra to the community, from the community. Alongside the film is a new visual identity inspired by the idea of an echo, reflecting how knowledge, care and support ripple throughout the community.
Says Sharon Edmondston, Executive Creative Director, The General Store: “We wanted to create something that felt less like a campaign and more like something people would naturally say to each other. ‘Men into men need to know’ is intentionally simple. It can carry countless conversations, travel across cultures and languages, and become a shared expression of care. That’s where its power lies. Harry and the team at DIVISION did an incredible job of capturing that power with great beauty and sensitivity.”
Says Matthew Vaughan, Director Population Health, emen8 (ACON): “We’re incredibly proud to launch Sexual Health Is Yours and share it with the community. emen8 has always existed to help people make informed choices about their sexual health, and this platform gives us a new way to connect people with trusted information that feels inclusive, welcoming and representative. We hope it helps more people feel connected to the community, access the information they need, and take ownership of their sexual health.”
The campaign launches nationally across BVOD, out-of-home, social media, digital channels, community apps, the emen8 website and community partnerships.
Client: emen8 (ACON x Thorne Harbour Health)
Director Population Health: Matthew Vaughan
Principal Planner – HIV Campaigns, ACON: Jonathan Weiss
Program Manager, emen8: Chris Williams
National Campaign Planner, emen8: Tony Sriprom
Agency: The General Store
Managing Director: Sophie Lander
ECD: Sharon Edmondston
Strategy Director: Karys Kennedy
Strategy Planner: Angelica Martin
Art Director: Cassandra Wait-Hughes
Designer: Hayley Moore
Creative Director of Brand: Genevieve Read
Associate Creative Director: Chris Ching
Associate Creative Director: Flavio Fonseca
Senior Producer: Claire McDonald
Group Client & Operations Director: Sara Stevenson
Account Manager: Adam Roberts
Studio Lead: Luke Mathers
Finished Artist: Ashley New
Production: DIVISION
Director: Harry Welsh
MD | Executive Producer: Genevieve Triquet
Head of Production | Producer: Alex Cook
DOP: Jack Birtles
1st AC: Tom Brooks
2nd AC: Luke Tysoe
Gaffer: Max Gersbach
Best Boy: Pat Wiecks
Best Boy: Nicolas Nalbandian
Sound Recordist: Jack Moiseyev
Production Manager: Natasha Brockmeier
Production Coordinator: Kaitlyn McMurtry
Production Designer: Stella Coppola
2nd AD: Charlotte Cashion
Production Runner: Amber Rose
Post Production: ARC
EP: Daniel Bradford-Fry
Editor: Harrison Carr
Colourist: Wesley Grant
Sound & Music: Rumble Studios
EP: Michael Gie
Producer: Ariane Sallis
Sound Designer: Daniel William
Composer: Harrison Chapman
Media Agency: Superhuman
Director: Luke Maher
Account Director: Ashley Szmerling