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

McCann Worldgroup Helsinki

McCann Worldgroup Helsinki Helsinki, Finland

9251

This ad is part of the ACT Responsible Collection

Brand: HIV Foundation/AIDS Council Finland
Country: Finland

Advertiser: HIV Foundation/AIDS Council Finland

Title	Jane Williams: Man
Agency	McCann Worldgroup Helsinki
Campaign	HIV Places
Advertiser	HIV Foundation/AIDS Council Finland
Brand	HIV Foundation/AIDS Council Finland
Posted	February 2012
Business Sector	Public Safety, Health & Hygiene
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.
Philosophy	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?
Result	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.
Media Type	Print
Agency Producer	Kreetta Ahti
Agency Producer	Yrjö Haavisto
Photographer	Jari Riihimäki
Copywriter	Timo Silvennoinen
Art Director	Jyrki Poutanen
Graphic Designer	Piia Seppälä
Graphic Designer	Kim Takala
Account Director	Petteri Lillberg
Graphic Designer	Kari Mikkonen