ReWired is a support and education programme for gay and bisexual men who use methamphetamine to enhance sex – sometimes referred to as Chemsex or Party N Play (PnP). A collaboration between the NZ Drug Foundation, Burnett Foundation Aotearoa, Body Positive, Odyssey, and lived experience leaders, ReWired came to us ready to explore opportunities to develop and scale their service. The brand needed to reach and resonate with the men most needing support – and better reflect the unique ReWired experience.
In our learning phase we worked closely with the core ReWired team. We reviewed existing research and lived-experience stories, and began to identify core audience groups. We heard that shame and secrecy surrounding some experiences can leave men without support when they need it most. Key to ReWired’s success is the non-judgmental space it creates for open and honest conversation. Attendees connect through shared experience – exploring far more than their meth use. Together they discuss intimacy, loneliness, desire, body image, and more… complex themes that many found difficult to talk about previously.
Men beginning to question their relationship with PnP often have concerns about seeking ReWired’s support. Fears of being misunderstood, judged, forced into treatment, or pushed to give up PnP altogether were all important to address.
To combat these worries, our brand strategy anchored itself in three pillars – communicating the essence of ReWired:
By the community, for the community
ReWired is a community initiative. It’s a safe, judgement-free space where participants can share whatever they want to. The only people in the room are people who get it.
More fun, less risk
ReWired doesn’t pretend PnP isn’t fun, and they don’t force participants to stop. This is all about finding a safer, more pleasurable relationship with PnP.
Space to check-in
ReWired creates an opportunity for men to reflect on their relationship with PnP. The team help participants know themselves and find the boundaries that work for them.
The brand was launched during Auckland Pride 2024 with a yped targeted campaign focused on the coded language and slang used by the target audience, relying on humour and in-the-know terminology and language. This included Māori translations developed in collaboration with leading Māori translator Hēmi Kelly.
These ads used more coded laguage in places with more public exposure, such as health clinics and in Out Of Home media, and allowed more explicit language to be used in queer bars, nightclubs and on apps where potential participants might be scrolling, asking them to take a moment and reflect on their use in non-judgmental terminology.
