Launching this week for the Sydney Gay and Lesbian Mardi Gras 2025 season, the latest campaign from ACON’s Ending HIV initiative is a bold tribute to four decades of HIV prevention.
Running from 10 February to 23 March, Then and Now – This is Ending HIV Transmission, celebrates progress towards ending HIV transmission in NSW. Then and now, knowledge about how HIV is transmitted is the foundation for preventing new HIV infections – and we know more now than ever.
The new campaign’s striking 1980s-inspired visuals connect past with present, illustrating how far we’ve come – and the final steps needed to realise the virtual elimination of HIV transmission.
With advancements in treatment, HIV is a manageable health condition. Fear, discrimination and outdated information prevent people getting tested and treating early, explains ACON CEO Michael Woodhouse.
“In the early days of the epidemic, knowledge was the most powerful tool we had to address fear and stigma. Knowledge is still a power tool in ending HIV. Groundbreaking advancements in prevention, testing and treatment have brought us a long way,” Woodhouse says.
The campaign champions five key messages: tackling stigma, promoting PrEP, encouraging condom use, reinforcing the importance of testing, and advocating for effective treatment. These pillars are essential to achieving the goal of zero transmissions.
A multichannel media strategy ensures Then and Now reaches diverse audiences across Sydney and NSW. Developed by award-winning design agency and longtime creative partner of ACON, Frost*collective, the campaign features a strong presence in outdoor spaces, print media, venue posters, cinema ads, radio, dating apps, and social media. During Sydney Gay and Lesbian Mardi Gras, its message will be unmissable – appearing online, on screens, and at community events celebrating queer resilience.
Community voices take centre stage in the campaign video, amplifying the experiences of First Nations people, individuals from Western Sydney and regional NSW, those born overseas, and people living with HIV.
“We have the tools, the treatments, and the knowledge to end HIV transmission in NSW. Now, we need to ensure that everyone—no matter where they live or their background—has access to them,” Woodhouse added.
“Testing often, treating early and staying safe are the tools we know help stop HIV. This campaign is about sharing that knowledge to everyone – no matter where they live or their background.
“Ending HIV transmission is within reach. This campaign celebrates how far we’ve come, is a call to action, and is a reminder that together we can make history. The time to end new HIV transmission is now.”
Explore the campaign at EndingHIV.org.au.
Top photo: Route 333 ‘bendy’ bus decorated with ACON’s new Ending HIV campaign, produced with support from Transdev John Holland.