Marion Floch
Directrice associée at Romance
Boulogne-Billancourt, France
Title#Sharethelove
Agency
Campaign #Sharethelove
Advertiser Aides
Brand Aides
PostedJune 2018
Business Sector Disease Awareness, Support Groups & Associations
Story Synopsis
Aids virus remains a major problem in our society. Yet, the virus is being more and more ignored. It doesn’t kill as much as it used to, so our society considers it as less urgent. As a result, with a lack of prevention, people starts to ignore it and exposes themselves to huge risks.
In France, there have been more than 6 000 new contaminations in 2016. 6 000 people whom life has took a definitive turn: medication for life, society exclusion, fear to transmit to others ….
Also, statistics reveal that more than 25 000 French people carry the virus without knowing it. It’s a ticking bomb …
Those datas confirm that AIDES' action is more relevant than ever.
It was urgent to find a way to impact people and to get them out of their denial on the virus.
Strategy
Our society is getting through a revolution: Online dating
In France, a quarter of the population subscribed dating app. And 60% of those people admit using those app just for one-night relationships.
A deep change in sexual relationships. Meeting and sharing with one and another has never been so easy. Barriers are getting down, we are living in an era of easy and free sex.
As people are all on their mobile looking for a new partner AIDES launched a Twitter activation that plays on this new behavior: The viral campaign #ShareTheLove.
This activation got people through the same steps as dating: experience of fun, share, and the after step: The moment you realize you may have exposed yourself to the virus.
This activation helped people process it and get full awareness of the risk and importance of protection.
Outcome
• By the end of the activation, the campaign earned 15M impressions on Twitter with 0€ media investment.
• Celebrities accounts have never been this active. Retweets increased by an average of 4000% compared to usual content.
• The campaign reached more than 4500 tweets on #ShareTheLove and hacked more than 4500 twitter’s accounts.
• After the reveal, people spent an average time of 5 Minutes on the sharethelove.city website.
The Viral campaign #ShareTheLove helped people to get into the right open-mindedness to hear and understand the message. With 0€ media investment, AIDES reached and impact a massive part of the exposed population. It delivered an impactful message about Aids risks and the importance of protection even more for online dating.
Execution
The campaign #ShareTheLove was launched on twitter on the 17th of April
We’ve selected French celebrities and influencers that are not the one that you expect to post this kind of content
Roselyne Bachelot, Former Health Minister
Cristina Cordula, Fashion TV speaker
Sebastien Folin, Weatherman
Brigitte, music band
Océane Rosemarie, filmmaker
Yassine Belattar, radio journalist
Etc ….
This selection allowed us to create a shift between the sexy and funny content, and the profiles of celebrities. Followers got engaged and retweeted the post. Others thought accounts had been hacked. All those conditions kickstarted a viral trend on the platform.
By the end of the day, AIDES revealed the identity of Henry Ian Vernon and the message of the operation. Celebrities and followers retweeted the message and shared their surprise.
On the 18th we launch a massive PR communication to reach all the people that didn’t got exposed to the operation.
Campaign Description
The viral campaign #sharethelove is a misleading content that create engagement: The more people share the campaign, the more the revelation gets powerful.
Celebrities posted pictures of a couple having sex with a hashtag #sharethelove. Those celebrities are not ones that use to post this kind of content, like a former health minister.
But when people retweeted the picture, the picture started to evolve and got bigger.
A man called “Henry Ian Vernon ” posted other extracts of the picture with new sex scenes. In fact, Henry Ian Vernon is a bot. It is programmed to scan the hashtag #share thelove and retweet an ever larger image for each retweet.
The day after, AIDES revealed the ID of Henry Ian Vernon and sent a virus tweet to all the people whom interacted with the picture
“Virus Alert ! I’m HIV. You have shared the love. You are now contaminated.
Media Type Digital
Length
Executive Creative Director
Executive Creative Director
Illustrator
Copywriter
Copywriter
Digital Art Director
Art Director
Art Director Assistant
Head of Social Media
Head of Digital
Art Buyer
Project Manager
Backend Developer
Advertising Manager
Advertiser Supervisor
Advertising Manager
Advertising Manager
Advertising Manager
Account Manager
Account Manager
Account Manager
Account Manager
Account Manager

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