Defying the stigma

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On the occasion of Cologne´s Christopher Street Day (CSD), research-driven Pharma Company Janssen calls for more tolerance and acceptancy towards homosexuality. In connection with that, Janssen wanted to increase publicity for its Patient´s Portal The Portal offers HIV positive people a broad choice of information as well as the opportunity of personal exchange.
A diversity of marketing tools is designed to communicate that – in a respectful, entertaining way, tailormade for the target groups.


Kontrast Communication developed a theme and matching information material as well as give-aways. They were distributed right where the target group may gather: the Christopher Street Day. Distinctive headlines and motifs appeal for acceptance and tolerance, referring to the Patient´s Portal.


The initiative met high acceptance. Give-aways were very popular and rapidly gone, being used right on the spot.
The Patient´s Portal was visited more frequently within a few days.