Winners & Shortlists

YOU NEVER WALK ALONE

TitleYOU NEVER WALK ALONE
BrandLAFA – UNIT FOR SEXUALITY AND HEALTH
Product/ServiceTO PREVENT HIV, SEXUALLY TRANSMITTED INFECTIONS AND UNWANTED PREGNANCIES FROM A
Category A04. AMBIENT MEDIA: LARGE SCALE
Entrant Company LOWE BRINDFORS Stockholm, SWEDEN
Advertising Agency LOWE BRINDFORS Stockholm, SWEDEN
Credits
Name Company Position
Markus Björk Lowe Brindfors Account Director And Digital Director
Tobias Persson Lowe Brindfors Producer
Henning Wijkmark Lowe Brindfors Copywriter
Patrik Reuterskiöld Lowe Brindfors Art Director
Oscar Erlandsson Lowe Brindfors Planner
Rasmus Sjöborg Lowe Brindfors Designer
Dareville Dareville Production House Website And Led Screen Software
Pixmob Pixmob Production House Digital Wristbands
Bannerboy Bannerboy Production House Banners

The Brief

LAFA and StopHIV have a mission from the Swedish Government to prevent HIV. Their most important task is to get as many people within the target group, men who have sex with men, to more often and regularly get tested for HIV. Getting correct medication allows an HIV positive person to live a normal life, and it also helps decreasing the spread of the disease. The campaign task was to have as many men as possible tested on location in Pride Park during Stockholm Pride week.

Creative Execution

The campaign was aimed towards the audience of Stockholm Pride hot spot Pride Park, the center of partying during Stockholm Pride. The audience of Pride are at greater risk of being infected by HIV than the rest of Swedens population. In this context, the media (digital light pulsating bracelets and an interactive big screen) is a very relevant choice. By making our target group, (men who have sex with men) ambassadors, the message of the campaign became more credible and spread faster.

Describe the creative solution to the brief/objective.

By giving each person tested for HIV a digital bracelet, we de-dramatized testing and created a buzz around knowing your HIV-status. By wearing the bracelet, the person became an ambassador for HIV-testing and a proof that it’s easy and important. The bracelets pulsated as a symbol of life, and when handed out they lit up a pixel on a screen, slowly forming a huge Pride-flag visible all over Pride Park. This created a feeling of togetherness and common greater good which further increased the call to action.

Results

Every single one of our 1500 bracelets was handed out. The number of persons tested increased by over 100% compared to 2013 and we set a new swedish record of number of people tested during one week.