| Title | I, AIDS. |
| Brand | AIDES |
| Product/Service | PUBLIC INTEREST |
| Category |
B08. Charities, Public Health, Safety & Awareness Messages |
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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
|
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Production Company
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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 |
|
Art Director |
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Wnp Studios |
Production Company |
| Gautier Billotte |
Wnp Studios |
Director |
|
Chez Jean |
Sound Studio |
|
Caleson |
Sound Studio |
| Rodrigo Parada |
Distillateur Graphik |
Motion Designer |
|
Iseg Group |
Marketing/Communication School |
Creative Execution
May 1st, 2015: AIDS accounts are opened with the hashtag #IAmHere on all social media.
On Twitter, users are targeted based on their activity, age, and conversations. AIDS follows them, tweets at them and live tweets about various trending topics. On Facebook, he joins events. On Grindr and Tinder, he’s checked-in everywhere. On Instagram, he shares his photos. On LinkedIn, he explains his “professional background”...
June 8, 2015: the Aides association intervenes by hacking all AIDS’ accounts with a red banner : “To shut him up : aides.org”. This message is relayed through an all media campaign (video, banners, print...).
AIDS had disappeared from screens and conversations. Our work on social media brought it to the center of debates, fueling over 25,000 simultaneous conversations through techniques such as mass following, mass favoriting and automated tweets, by going around the Twitter API.
The most visible result is the “Le sida” (AIDS) Twitter account. It was the fourth result on Google for a search for “AIDS”, positioned after the WHO site and ahead of all the associations. Today, it is still high up as the sixth result.
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.