GIVE A BREAK FOR YOURSELF

TitleGIVE A BREAK FOR YOURSELF
BrandGLAXOSMITHKLINE
Product/ServiceDISEASE 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
Credits
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

As we’ve mentioned before, not many people know how HIV is transmitted, diagnosed or treated; it’s a source of fear. So much that some people are even afraid of touching HIV+ people. Starting from this exact point, we built a campaign that started on December 1, World AIDS Day. #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.

Creative Execution

Firstly, Medical specialists’ and patients’ associations like Positive Living Association and RedRibbon Istanbul about sexual health and human rights attended our press meeting which doubled as a launch event. After, we involved in a Gay Party to reach HIV+ individuals, most of which are LGBTI individuals. Concurrently, We sent informative messages about HIV+ to the participant at the party with Hornet App (This is a gay socialnetwork). Also, 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. In order to reach whole community and HIV+ people, we used segmentations, relative searches and interest areas of digital ad tools Our campaign started on 1 December 2016 found itself a place in Hornet, Facebook, Instagram Youtube, Google Search-Display- Truview Ads

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 is not only limited to the digital media, but it is alive with different implementations in both offline and conventional media. At the same time, during the campaign; we produced some works have digital-offline integration.

Our strategy was to create a story based on real life experiences of HIV+ individuals. Starting from this point, we segmented our messages and media channels into two categories; the whole community and HIV+ individuals. We created a campaign that will give different messages to two different groups using the very same call (#Touch) We created a digital communication plan where we showed real HIV+ stories and give the following messages: - To the general community: “Don’t be afraid. #Touch. There is no need to be afraid. You can keep loving them, working with them, sharing your items, love, food, everything with them.” - To HIV+ individuals: “Don’t be afraid. #Touch. If you get tested and treated, you can live with HIV and have a healthy and happy life.” We have implemented these messages both digitally and offline, in a way that users will experience and be surprised.