The General Store and DIVISION Want Men Into Men to Feel 'Sexual Health Is Yours'

The General Store has partnered with emen8, a national sexual health initiative for gay, bisexual and other men who have sex with men (cis and trans), to launch 'Sexual Health Is Yours', an empowering new brand platform built around a simple insight: having access to information doesn’t always mean feeling like it’s meant for you.

While trusted sexual health information is readily available, people can still struggle to see themselves in the conversation. This is particularly true for those who are new to Australia or finding their place within the community. 'Sexual Health Is Yours' aims to make that experience feel a little more welcoming and connected.

At the heart of the platform is 'Men Into Men Need To Know', an integrated campaign built around a simple, repeatable mantra that speaks more like community than healthcare.

Designed using rhythm and repetition, the construct is a flexible way to talk about everything from HIV prevention and testing, to consent, relationships, and more.

Leading the campaign is a 60-second hero film directed by Harry Welsh and produced by DIVISION. Shot on 35mm film, the piece celebrates the warmth, intimacy and diversity of Australia's gay, bisexual and other men who have sex with men, introducing the mantra to the community, from the community. Alongside the film is a new visual identity inspired by the idea of an echo, reflecting how knowledge, care and support ripple throughout the community.

Sharon Edmondston, executive creative director at The General Store, said, "We wanted to create something that felt less like a campaign and more like something people would naturally say to each other. 'Men into men need to know' is intentionally simple. It can carry countless conversations, travel across cultures and languages, and become a shared expression of care. That's where its power lies. Harry and the team at DIVISION did an incredible job of capturing that power with great beauty and sensitivity."

Matthew Vaughan, director population health at emen8 (ACON), said, "We're incredibly proud to launch 'Sexual Health Is Yours' and share it with the community. emen8 has always existed to help people make informed choices about their sexual health, and this platform gives us a new way to connect people with trusted information that feels inclusive, welcoming and representative. We hope it helps more people feel connected to the community, access the information they need, and take ownership of their sexual health."

The campaign launches nationally across BVOD, out-of-home, social media, digital channels, community apps, the emen8 website and community partnerships.