Title	FAKE 4 GOOD
Brand	SOLIDARITÉ SIDA
Product/Service	TRUMP DEEPFAKE VIDÉO
Category	A07. Not-for-profit / Charity / Governemt
Entrant	SOLIDARITE SIDA Paris, FRANCE
Idea Creation	LA CHOSE Paris, FRANCE
PR	LA CHOSE Paris, FRANCE
Production	LA CHOSE Paris, FRANCE

Name	Company	Position
Pascal Grégoire	la chose	Founder
Eric Tong Cuong	la chose	Founder
Barka Zerouali	la chose	Communications Director
Fabien Teichner	la chose	Chief Creative Officer
Shaun Severi	la chose	Creative Director
Arnaud Girard	la chose	Copywriter
Léo Debernardi	la chose	Art Director
Pauline Garoux	la chose	Account Manager
François Peretti	la chose	Planner
Nicolas Buisset	la chose	Production Manager
Laura Sacarrère	la chose	Producer
Shaun Severi	la chose	Creative Director

Background

The eradication of AIDS is possible. Today, there exist antiviral drugs that can reduce the viral load to undetectable levels. However, a large portion of the global population still doesn't have access to these therapies, and the death toll due to AIDS currently stands at 16 million per year, which represents half of all HIV-positive people. The replenishment conference of the Global Fund took place for the first time in France, at Lyon. This was an opportunity to raise the 14 billion dollars needed to eradicate AIDS. Since the virus first appeared, a lot of false information has been circulated, and to this day people are still unaware of just how dangerous AIDS still is, and yet how close we are at putting an end to it. But this is the reality. That's why this digital awareness-raising campaign was needed to mobilize public opinion and put pressure on our leaders.

Describe the strategy

This campaign and its objectives concern everyone and called for a swift and massive mobilization. We had 3 days to place AIDS and Solidarité Sida back in the spotlight of news and conversation. In light of the attention given to fake news and to the issues surrounding deepfakes in the media these days, it became clear that we should combine these two elements to help the video go viral and reach our objectives. And who better than Donald Trump, the ambassador of fake news and active Twitter user, to broadcast this fake news. With the objective of reaching as many people as possible, we chose to disseminate this video via Twitter, as it's the ideal platform to release fresh news and foster chatter and debate. It was also a very effective way of following the campaign's progress and generating the maximum number of views, retweets and shares for the #Treatment4all.

Describe the execution

To create this video we chose to utilize the technology known as "deepfake". We combined a real speech by Donald Trump with that of an actor, this with the use of AI and a number of special effects. The artificial intelligence was employed for several weeks prior to the launch of the video in order to mirror reality as closely as possible. The video was broadcast on the Twitter account of Solidarité Sida via YouTube on Monday October 7th morning, 3 days before the announcement of the replenishment of the Global Fund against AIDS. During these 3 days, we set up a war room to moderate comments and manage the press coverage. To capture the attention of selected media outlets we sent press kits announcing the end of AIDS to a number of journalists 2 days before the campaign, and invited them to learn more by visiting aidsisover.org.

List the results

Solidarité Sida's objective was to trigger public opinion and put pressure on our heads of State to ensure that the replenishment of the Global Fund was a success. That objective was reached. The 14.02 billion dollars were raised, notably thanks to the last minute efforts made by France (to the tune of 60 million euros, representing +20% compared to the period 2016-2019, after an initial announcement of +15% in the morning, resulting in a total of 1.296 billion dollars, or 1.176 billion euros) and by the Bill Gates foundation (also 60 million). In terms of engagement, the #Treatment4all hashtag was retweeted 4 million times, the video obtained 8 million views in 4 days, with a total reach of 60 million.