FIGHTING THE VIRUS WITH CLICKS
| Title | FIGHTING THE VIRUS WITH CLICKS |
| Brand | DOTHIV |
| Product/Service | DOTHIV |
| Category |
C01. Use of Digital in a PR campaign |
|
Entrant Company
|
THJNK Hamburg, GERMANY
|
|
Advertising Agency
|
THJNK Hamburg, GERMANY
|
Credits
| Armin Jochum |
Thjnk |
CCO |
| Michael Trautmann |
Thjnk |
Chief Account Director |
| Ales Polcar |
Thjnk |
Creative Director/COPYWRITER |
| Martin Poggenclaas |
Thjnk |
Creative Director |
| Stefan Förster |
Thjnk |
Creative Director |
| Philipp Kafkoulas |
Thjnk |
Creative Director |
| Maren Wiegmann |
Thjnk |
Art Director/Illustrator |
| Rilana von Werne |
Thjnk |
Art Director |
| Nils Möller |
Thjnk |
Account Manager |
| Jana Mohr |
Thjnk |
Copywriter |
| Michel Foertsch |
Thjnk |
Copywriter |
| Lena Reckeweg |
Thjnk |
Copywriter |
| Nils Wollny |
Thjnk |
Strategic Planner |
| Fabian Boettner |
Thjnk |
Agency Producer |
| Ralph Teichmann |
Thjnk |
Agency Producer |
| Caroline Walczok |
Thjnk |
Art Buyer |
| Liga01 Computerfilm GmbH/Renato |
Liga01 Computerfilm GmbH/Renato |
Animation |
| The Shack GmbH |
The Shack GmbH |
Audioproduction |
| Marita Locmele |
Marita Locmele |
Illustrator |
The Campaign
HIV is still a huge problem all over the world. Especially among young people, the rate of infection is rising once again.
Between 2005 and 2012, the number of people in this group who died from AIDS went up by 50%.?Every day, 2,100 young people become infected with the virus. And yet interest in HIV
has been declining for years – and with it, the amount of donations. So how can people be made aware of HIV again and more money collected to combat the virus?
The Brief
We harness the power of the Internet in the fight against HIV. To do that, we set up a new top-level domain: .hiv.
Execution
Following years of negotiations, the new top-level domain was approved by the Internet Corporation for Assigned Names and Numbers (ICANN) in 2014 and went live.
Amazon was the first company to acquire a.hiv address, followed by many other international brands including LinkedIn,
YouTube, Hyundai, Otto and Sixt. In the first year alone, more than 170,000 people visited .hiv sites and generated many thousands of dollars for the fight against HIV.
The Strategy
Companies acquire the domain extension and use it alongside their standard company URL. Users who click
on a .hiv address trigger a donation to projects combating HIV.
This way, over 2.5 billion people worldwide can contribute to eradicating the virus once and for all with just one click.