What is it?
A social media and advertising campaign asking gay and bisexual men in the UK what really matters when it comes to sex. The charity, which has traditionally focused on raising awareness of HIV, will use the results to shape its communications strategy.
The campaign adopts the phrase "It's my turn to talk", which highlights that the trust's primary goal is to initiate a debate.
Men can share their views on sex, HIV and gay life through various digital media, including the microsite www.welisten.org.uk.
What is it hoping to achieve?
To engage men in a more open conversation about sex and HIV prevention, and to help the charity determine its future campaigns for gay men.
Alan Wardle, head of health promotion at the trust, said: "While we've always ensured gay men are involved in our campaigns, this is the first time we've sparked a conversation with such large numbers. It's also the first time we've used social media to listen."
How is it being promoted?
The adverts will appear on Twitter, Facebook and other social media, as well as print publications, on the London Underground and in bars and clubs in major UK cities.
How much did it cost?
The campaign was funded by the Department of Health through Chaps, a partnership of community organisations coordinated by the trust that carries out HIV-prevention work. However, the trust declined to say how much it received.
Was there an agency involved?
Design agency G2 UK did the creative work,
Third Sector's Verdict:
A prime example of effective social marketing that offers users success by involving them. It should stimulate interest and spark conversation.