The Insight:

In Toronto, sex is a part of gay culture. It’s why Black Eagle’s dark room is busy every Saturday night. It’s why being able to secure a room at Steamworks is a rarity. And it’s why places like HQ Toronto, a free, gay men’s sexual health clinic that offers single-day turnaround for HIV testing, is so incredibly popular that they just can’t keep up with the demand.

The Idea:

Since HQ proudly approaches gay men's health differently, let’s do the same when it comes to asking for donations. Let’s talk to HQ’s target audience in the same way they talk to one another: by asking them if they’re DTF. Down To Fund, that is.