Cannes Lions

Angry

THE NEWTONS LABORATORY, Athens / CENTRE FOR LIFE / 2017

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

In order to make people remove labels from HIV+ people in real life we thought we could actually make them remove them physically first... So what we did is that we visualized the labels and made them tags on Facebook... Knowing that that would make people see the problem and hopefully make them angry enough to remove the tags/labels... first on the post and hopefully in real life next. So, a few days before World Aids Day we posted a picture of a man, which seemed usual, on the Centre For Life Facebook page. But we didn’t only tag his name. We added tags that our society has placed on people with hiv/aids. Then we asked people to show their anger by pressing only the angry reaction on the post. And we would remove a tag every time we hit 1.000 angry reactions, until only his name was left.

Execution

A few days before World Aids Day we posted a picture of a man, which seemed usual, on their Facebook page. But we didn’t only tag his name.

We added tags that our society has placed on people with hiv/aids. Then we asked people to show their anger by pressing only the angry reaction on the post. And we would remove a tag every time we hit 1.000 angry reactions, until only his name was left.

Outcome

With no Media budget:

13.162 Angry reactions

2.652 Shares

All tags/labels removed - Awareness raised.

Similar Campaigns

9 items

Graffiti Hijack

THE NEWTONS LABORATORY, Athens

Graffiti Hijack

2018, CENTRE FOR LIFE

(opens in a new tab)