GOODBYE TO THE MIDDLE AGES!

ClientINVITRO
Category A03. Healthcare
TitleGOODBYE TO THE MIDDLE AGES!
Product/ServiceINVITRO
Entrant POSSIBLE MOSCOW, RUSSIA
Idea Creation POSSIBLE MOSCOW, RUSSIA
Production POSSIBLE MOSCOW, RUSSIA
Credits
Name Company Position
Vlad Sitnikov Possible Moscow CCO
Ekaterina Antipova Possible Moscow Creative Director
Maria Gushchina Possible Moscow Creative
Roman Antonov Possible Moscow Art Director
Alexey Fetisov Possible Moscow Design Director
Kirill Klippenshtein Possible Moscow Designer
Ksenia Boyarkina Possible Moscow Senior Digital Producer
Oksana Bondarenko Possible Moscow Producer
Inna Kovaleva Possible Moscow Account Director
Kristina Borgardt Possible Moscow Account Manager

Background

In 2017 sexually transmitted disease are impacting intimate and reproductive health of people all over the world. Each year 357 million people get infected with one of four most common STDs: chlamydia, gonorrhoea, syphilis and trichomoniasis. Our goal was to tell and show in a creative way what can happen to a person who doesn’t do check-ups after unprotected sex. We needed not only tell our users about these frightening infections but to do so without disgusting them.

Describe the strategy

Invitro, the largest medical company in Russia, decides to create its own educational portal dedicated to STDs that would also promote discounts and complex tests used to diagnose such diseases. We analysed our target audience and realised that long texts will not pique their interest. And that’s why we decided to use metaphor and refer to art. Hieronymus Bosch was our inspiration. Based on his "Garden of Earthly Delights" we pictured frightening infections as art works, this way attracting attention to them. We made Bosch’s pictures come to live and filled them with new meaning.

Describe the execution

Inspired by the creatures of Bosch we made our own garden of earthly delights. Now each monster represented one of sexually transmitted diseases. And now anyone can wonder around this virtual garden on the website https://xn--h1aoaa.xn--p1ai/en/index and take a look (without actually facing it in real life) at each infection, read about it and understand how to prevent it. Hieronymus Bosch spent 10 years on one of his best works. We spent a year making a unique educational portal.

List the results

• 13 000 users from 10 countries (Russia, Ukraine, Belarus, the USA, France, China, the UK, India, Germany, Spain); • 17 000 sessions; • 2,5 minutes on the website; • Promotion 0 RUB.