Title	GIVE A BREAK FOR YOURSELF
Brand	GLAXOSMITHKLINE
Product/Service	DISEASE AWARENESS IN TURKEY: HIV+
Category	B01. Brand-led Education & Awareness
Entrant	MAGNET20 Istanbul, TURKEY
Idea Creation	MAGNET20 Istanbul, TURKEY
Media Placement	MAGNET20 Istanbul, TURKEY
Production	MAGNET20 Istanbul, TURKEY

Name	Company	Position
Omer Faruk İnanoz	Magnet20	Chief Creative Officer, Partner
Ferit Yucel Demirtas	Magnet20	Business Director, Partner
Ziyahan Çetin	Magnet20	Project Director

The Campaign

#TOUCH Touch and listen to the stories of HIV+ lives. Touch and learn about tests and treatments. Touch and give support. People who visited kendinicin1aralik.org touched on the fingerprints they saw on screen and got in contact with HIV+ lives maybe for the very first time in their lives. They listened to stories about how to overcome obstacles, learned about the details of the disease, ways of treatment and they gave support to the campaign. They learned that there is no need to fear. They’ve also learned that one can live a long healthy life with regular tests and treatment. At the same time, using mirror as a metaphor for empathy and confrontation since people see their own reflections in it, we developed and produced an interactive mirror with a touch screen. Using this mirror, we offered people a profound experience when they least expected.

Creative Execution

We’ve specified our target audience as LGBTI, potential HIV+ individuals, patients’ and medical specialists’ associations, NGOs and the whole community. Medical specialists’ and patients’ associations like Positive Living Association and Red Ribbon Istanbul as well as NGOs about sexual health and human rights attended our press meeting which doubled as a launch event. We took web searches with the word “HIV” and related video/web contents for reaching potential HIV+ individuals, LGBTI individuals through Hornet, a social network for gays with 300.000 users in Turkey. For the community, we used demographic segmentation both in digital and conventional media. We followed this multichannel communication process’ performance to choose the most efficient channels and focused on them. Our campaign started on 1 December 2016 and will run until 1 December 2017, found itself a place in Hornet, Facebook, Instagram Youtube, Search Ads, Display Banner Ads, Truview Ads and mainstream media like ATL channels.

Our campaign messages have reached more than 14 million people through digital and conventional media (14 print media, 53 online media, 9 TV) in the first 5 months. Individuals who visited kendinicin1aralik.org have touched the fingerprints on their screens and watched videos with HIV+ stories more than 1 million times. Once watched the HIV+ stories videos, more than 92K people willingly pledged to a text that said they were aware of HIV and stood side by side with HIV+ individuals. Starting with an aim of raising awareness, this campaign caused 22,5% increase in “HIV” searches according to Google Turkey trends. The word “HIV”, which had a monthly average search volume of 67 on Google before 1 December 2016, has increased to 82 on average since that date.

Our campaign has many video story contents. All of them was created a brand. And all contents were sponsored by this brand.

Our strategy is to create a story based on real life experiences of HIV+ individuals. We observed that HIV+ individuals are in a psychological battle with society and themselves when we took a closer look at the real HIV+ stories that we’ve collected from Positive Living Association and Red Ribbon Istanbul. We segmented our messages into two categories; the whole community and HIV+ individuals. We created a campaign that will give different messages to these groups using the same call, #Touch We created a digital communication plan where we showed real HIV+ stories and give the following messages: - To the community: “Don’t be afraid. #Touch. There is no need to be afraid. You can keep loving them, working with them, sharing your items, food, everything.” - To HIV+ individuals: “Don’t be afraid. #Touch. If you get tested and treated, you can live a healthy and happy life with HIV.”