MPOX Campaign

Client

The Gay Men’s Sexual Health Alliance (GMSH)

Year

2024
A slice of bread with peanut butter and jelly on a pink surface. A spoon drips more jelly onto the bread. Bold text over the image reads "GOOD THINGS COME IN Pairs." A butterknife lies beside the bread.

The Gay Men’s Sexual Health Alliance (GMSH) develops sexual health promotion resources and collaborates with HIV service organizations and other service providers in Ontario to ensure 2SGBTQ+ men have the information, support, and services they need to thrive.

The Need

In response to the rise of MPOX cases in Ontario among gay and bisexual men who have sex with men, GMSH approached The Public to create an online campaign that addressed the importance of a two-dose vaccination. The campaign, and accompanying outreach strategy and implementation would: 

  • leverage the successful MPOX vaccination campaign from GMSH in 2023 to encourage gay and bisexual men who have sex with men to get a second vaccine;
  • communicate in ways that are non-stigmatizing, inclusive and conversational;
  • leverage the online tools (websites and apps) to maximize campaign reach and impact; and
  • direct gay and bisexual men who have sex with men back to the GMSH to find where to access a second dose of the MPOX vaccine. 

The Idea

In celebrating the joyful, playful, and light-hearted spirit of early summer and the weeks leading up to Pride, we crafted a campaign with a sexy, campy approach to remind our audience that two is often better than one—especially when it comes to the MPOX vaccine.

Good Things Come in Pairs

MPOX remains a concern in our communities, and keeping ourselves and each other safe through complete, up-to-date vaccinations enables us to enjoy life in joyful and abundant ways.

The concept, Good Things Come in Pairs, emphasizes the importance of getting both doses of the MPOX vaccine. By showcasing iconic pairs and inviting scenes with playful, campy visuals, we draw in our audience, conveying that our joy and well-being are worth protecting.

The Work

The campaign visuals were distributed through a targeted online strategy that leveraged hook-up apps, and popular online accounts. 

A collage of four photos each showing two people posing together. Overlaid text reads: "Good Things Come in Pairs. The Mpox vaccine comes in 2 doses. Get yours today." The background features various colorful settings.
A grid of four colorful images with the text "Good Things Come in Pairs" and information about the Mpox vaccine available in two doses. Each square has different vibrant backgrounds and objects representing pairs.
A colorful banner promoting the Mpox vaccine. Text reads "Good things come in pairs. The Mpox vaccine comes in 2 doses. Get yours today." Features images of slices of fruit on skewers against a pink background. Website: gmsh.ca/mpox.

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