Our Work
HIV: What's the story?
Background
British Red Cross are running an international campaign to increase awareness and attitudes to HIV and AIDS among young people aged 16-24.
Brief
"To highlight the affect of the HIV pandemic on young people by gauging their attitudes and opinions, and empower them to tell their own stories."
Solution
The campaign is based on the idea 'Different countries, same story' and features a video 'nano-soap' where you can watch the stories of Shabna, Marco and Kirsty. They all know each other and they're all worried about HIV in different ways. In each case the character has a counterpart in another part of the world who cuts into the story, speaking the same lines. The story starts with Shabna: she's just had Marco's baby but he's had a one night stand with a girl everyone's saying has HIV. What should she do?
We had to produce something ground-breaking that would cut through with the 16-20 audience. And we had to do it in 3 weeks. Without a media budget.
The campaign broke across Bebo, Facebook, YouTube and MySpace. To create awareness we pitched the idea into Bebo who gave us a homepage takeover on World AIDS Day. The associated Bebo profile contained the videos along with polls and quizzes, a downloadable skin and most importantly an environment where Bebo-ers can share their stories and opinions. The associated microsite at redcrosshiv.org allows people to find out more about hiv and where to go for help concerning themselves or others they care about.
Results
- Massive exposure on Bebo drove over 25 000 profile views on World AIDS Day alone.
- The videos have been highly rated by users of the individual sites (5/5 youtube rating and 92% approval on MySpace) with tens of thousands of views in the first week of the campaign.
- 1000+ quizzes and polls completed on Bebo
- National press press attention included the frontpage of Metro and articles by Sky News and The Guardian
Also…
WWF digital strategy
Global media strategy for the world's favourite conservation brand.
