HIV Foundation/AIDS Council Finland - "Jane Williams: Man"

McCann Worldgroup Helsinki

McCann Worldgroup Helsinki Helsinki, Finnland

9227

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: HIV Foundation/AIDS Council Finland
Länder: Finnland

Werbende: HIV Foundation/AIDS Council Finland

Titel	Jane Williams: Man
Agentur	McCann Worldgroup Helsinki
Kampagne	HIV Places
Werbende	HIV Foundation/AIDS Council Finland
Marke	HIV Foundation/AIDS Council Finland
Posted	Februar 2012
Geschäftsbereich	Öffentliche Sicherheit & Gesundheit
Story	We needed to develope imagery that would take a modern look at social diseases, hence we wanted to create visuals to invoke the popular social media practice to remind viewers to wrap it up.
Philosophie	Compare social connections online to sexual connections in the real world.
Problem	THE BRIEF‘Make us an effective safe sex awareness posters for 2012’ THE CHALLENGEHow to appeal to the 'check-in' generation with a traditional poster campaign?
Ergebnis	Using this blunt idea of ‘check-in feature’ as a metaphor turned out to be truly effective as in 32 hrs after ‘incepting’ the image onto Facebook it had gathered thousands of likes and hundreds of shares. In 72hrs Facebook banned the female-poster leaving the male version still available. This resulted in the image returning back to Facebook via several user posts; commenting and discussing gender differences, partner counts and naturally the importance of safe sex. By the end of the week these two images had reached over 100 000 thousand views in various digital mediums; twitter, blogs, discussion forums, news and entertainment sites. To date the message has been seen by over 2 000 000 people.
Medientyp	Presse & Publikationen
Agency Producer	Kreetta Ahti
Agency Producer	Yrjö Haavisto
Fotograf	Jari Riihimäki
Texter	Timo Silvennoinen
Art Director	Jyrki Poutanen
Grafik-Designer	Piia Seppälä
Grafik-Designer	Kim Takala
Etatdirektor	Petteri Lillberg
Grafik-Designer	Kari Mikkonen