Love Life Festival was organised to raise safe sex awareness amongst younger inhabitants of The Hague. The campaign’s strong visual identity places the heart as the most important role. The heart symbolises two people having sex, becoming one, but remaining separate by protecting themselves. Aids and other STDs effect all sorts of people, no matter their social background or sexual preferences. Consequently, the colour scheme is free from associations, only the reference to nightlife where the majority of the target audience is found.
Visuals are accompanied by witty short copy provoking visitors to smile but also think about the important subject. This is a different and new approach to bringing the message of safe sex because merely scaring people just does not work. Humour can help discuss these tricky subjects. For instance, a tram that reads “Take me, take me now!”, toilet stickers that read “Make me wet”, crew shirts that read “(s)crew” or for the bar crew “I can make you come twice”, mirror stickers that read “Mirror, mirror on the wall, who is the sexiest of them all?”, free cards that scream “Take me!” and promotion teams with billboards that display “If you like my back, you should check the front”.
The festival also included the One Night Stand Up Comedy and a dance event called I’m Gonna Make You Sweat.