| Title | I, AIDS. |
| Brand | AIDES |
| Product/Service | PUBLIC INTEREST |
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Entrant Company
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WNP Paris, FRANCE
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Advertising Agency
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WNP Paris, FRANCE
|
|
Production Company
|
WNP Paris, FRANCE
|
Credits
| Christian Andreo |
Aides |
Deputy Managing Director |
| Antoine Henry |
Aides |
Communication/Media Manager |
| Charmaine Da Costa Soares |
Aides |
In charge of External Communication |
| Fabien Barthas |
Aides |
In charge of Digital Communication |
| Eric Delannoy |
Wnp |
President |
| Fred Volhuer |
Wnp |
President |
| Pierre Virlogeux |
Wnp |
Account Manager |
| Delphine Tabutin |
Wnp |
Creative Director |
| Marion Thiéry |
Wnp |
Creative Director |
| Delphine Tabutin |
Wnp |
Art Director |
| Marion Thiery |
Wnp |
Copywriter |
| Eleonore Renou |
Wnp |
Art Director |
| Gautier Billotte |
Wnp Studios |
Director |
|
Chez Jean |
Sound Studio |
|
Caleson |
Sound Studio |
| Rodrigo Parada |
Distillateur Graphik |
Motion Designer |
|
Iseg Group |
Marketing/Communication School |
Brief Explanation
Goal: Create public awareness (especially among young people) of a subject that is talked about less frequently than before.
Insight: What could possibly create more awareness than meeting AIDS itself and realizing that it is still around and can affect you at any moment?
Idea: Turn AIDS into a real, omnipresent, cynical and laid-back character that uses the same tools as everyone else. People meet on Tinder and Grindr? AIDS is checked-in everywhere too. Twitter users want more followers? AIDS follows everyone. You all share your life stories on Facebook ? So does AIDS, and he is everywhere. Want to show something on Instagram? Good, because AIDS goes to the same bars as you. And let’s not forget his “professional background” on LinkedIn. We have made him real, present, visible... and viral.
The Campaign
We don’t talk about him much anymore, but AIDS is still around. He infects 6,000 more people in France each year. To remind everyone (especially young people) of his presence, we decided to let him exist and give him a chance to speak. By making him... viral. And he expressed himself just like any other 32-year-old would: on social media. We created accounts for him on Facebook, Twitter, Instagram, Tinder, and Grindr. For six weeks, he infiltrated conversations, became a pesky follower, increased virtual meetings, and made thousands of people realize that AIDS could actually cross paths with them. Aides, an association supporting the fight against AIDS, intervened to shut him up with a national multi-media campaign. What resulted was unprecedented media coverage. AIDS finally got the attention he deserved.
Creative Execution
May 1st, 2015: AIDS accounts are opened with the hashtag #IAmHere on all social media: Twitter, Facebook, Instagram, Tinder, Grindr, and Linkedin.
On Twitter, users are targeted based on their activity, age, and conversations. AIDS follows them, sends them tweets and live tweets about various trending topics. On Facebook, he shares his feelings and joins events. On Grindr and Tinder, he is checked-in everywhere. On Instagram, he shares his photos from parties etc. On LinkedIn, he explains his “professional background”...
June 8, 2015: the association Aides takes charge by hacking all AIDS’ accounts with a red banner inviting to take action : “To shut it up : aides.org”. This message is relayed through an online video, print and poster campaigns, radio messages and banners.
Over 70 national media outlets talked about “I, AIDS”. The media coverage was valued at 1.5 million euros. The online video had over 500,000 views, with NO investment.
Not only did the media relay the message, but they also participated in it, as journalists interacted with the real personality behind the campaign: AIDS himself. This “one by one” PR operation with journalists extended the campaign, journalists showing screenshots of their own conversations with AIDS in their articles.
The campaign was then carried on through European and Canadian media, and all associations supporting the fight against AIDS got behind the message “@lesida (AIDS) #ShutUp”. The Twitter account was the fourth result on Google for a search for “AIDS”, positioned after the WHO site and ahead of all the associations.