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

McCann Worldgroup Helsinki

McCann Worldgroup Helsinki Helsinki, Finlândia

9236

Esse anúncio faz parte da Coleção ACT Responsible

Marca: HIV Foundation/AIDS Council Finland
País: Finlândia

Anunciante: HIV Foundation/AIDS Council Finland

Titulo	Jane Williams: Man
Agência	McCann Worldgroup Helsinki
Campanha	HIV Places
Anunciante	HIV Foundation/AIDS Council Finland
Marca	HIV Foundation/AIDS Council Finland
Posted	Fevereiro 2012
Sector Empresarial	Segurança pública, saúde e higiene
História	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.
Filosofia	Compare social connections online to sexual connections in the real world.
Problema	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?
Resultado	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.
Tipo de Mídia	Imprensa e publicações
Produtor da agência	Kreetta Ahti
Produtor da agência	Yrjö Haavisto
Fotógrafo	Jari Riihimäki
Redator	Timo Silvennoinen
Director de arte	Jyrki Poutanen
Designer gráfico	Piia Seppälä
Designer gráfico	Kim Takala
Director de contas	Petteri Lillberg
Designer gráfico	Kari Mikkonen