| Title | YOU NEVER WALK ALONE |
| Brand | LAFA – UNIT FOR SEXUALITY AND HEALTH |
| Product/Service | TO PREVENT HIV, SEXUALLY TRANSMITTED INFECTIONS AND UNWANTED PREGNANCIES FROM A |
| Category |
H02. BRANDED TECH (OFFLINE) |
|
Entrant Company
|
LOWE BRINDFORS Stockholm, SWEDEN
|
|
Advertising Agency
|
LOWE BRINDFORS Stockholm, SWEDEN
|
Credits
| 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 |
Creative Execution
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. The more bracelets visible and the more lights lit on the screen, the more grew the feeling of togetherness and pride.
Every single one of our 1500 bracelets was handed out. The number of tested persons increased by over 100% compared to 2013 and we set a new swedish record of number of people tested during one week.
People in risk groups are afraid of getting HIV-tested. They fear the result, the procedure and of course a positive answer with everything that comes with it (physical ordeals, social stigma etc.) We needed to communicate the essence of knowing your HIV-status: the sooner you know if you have HIV, the sooner you can start medicating and more or less continue living your life. We also wanted to create a pride and a togetherness within the gay community that could lower the threshold of actually testing yourself. By making tested persons visible we de-dramatized testing and made them ambassadors of knowing your HIV-status. By adding a common mission we further increased the call to action.