Copywriter & Social Media Manager
at
Diamond by BOLD
Lisbon Area, Portugal, Portugal
| Titulo | Enemyad |
| Agência | DDB Mozambique |
| Campanha | Use them. Our enemy is HIV. |
| Anunciante | PSI |
| Marca | Jeito |
| Data da primeira Transmissão/Publicação | 2016 / 12 |
| Sector Empresarial | Contraceptivos e testes de gravidez |
| História | Mozambique is one of the countries with the highest incidence of HIV in the world. So, with the approach of the 1 of December, the Mozambican brand Jeito asked an ad to bring consciousness to the people. We made an awareness campaign promoting its competing brands of the market. The idea is to show that the most important is prevention, regardless of brand disputes. Original Headline: "Use qualquer uma. O nosso maior concorrente é o HIV." |
| Filosofia | Jeito freely promotes competitive condom brands and invites them to fight AIDS together. Jeito freely promotes competitive condom brands and invites them to fight AIDS together.In celebration of World AIDS Day, the Mozambican condom brand Jeito has issued a print campaign whereby instead of promoting only its own products, it gives free publicity space to other competing brands. The goal behind this idea was simple, and its message is very important: In the fight against HIV-AIDS it does not matter what brand of condoms you use. The important thing is to use one. |
| Problema | Jeito launched this challenge at a time when data shows that around 1.4 million Mozambicans are currently infected with HIV / AIDS, with 120,000 new infections occurring each year. These figures put the country among the 10 most affected by this pandemic globally. According to reports by the Ministry of Health, the usual practice of unprotected sex is the main cause of this situation, with rural areas being hardest hit. Women, with 770,000 reported cases, are the most affected. Given the reality of these figures, it is essential to raise awareness of the importance of practicing safe sex using condoms. |
| Resultado | |
| Tipo de Mídia | Case Study |
| Director executivo criativo | Luis Guimarães |
| Client Services Director | Rui Dias |
| Media Manager | Jessica Figueiredo |
| Produtor da agência | Danial Valigy |
| Client Partner | Michaela Rodrigues |
| Redator | Raoni Leão |
| Redator | Catarina Martins |
| Director de arte | Adriano Morais |
| Fotógrafo | Joca Faria |
More Work
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- MARCA:
- Helpo
- AGÊNCIA:
- DDB Mozambique
Use them. Our enemy is HIV.
- MARCA:
- Jeito
- AGÊNCIA:
- DDB Mozambique