Cannes Lions

HIV TESTING DAY

ARTEAGA & ARTEAGA, San Juan / BRISTOL MYERS SQUIBB / 2008

Film
Film

Overview

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Credits

Overview

Description

From June 15 to 21, 2007, designer-like T-shirts were given away at strategic locations throughout Puerto Rico. Although they were perceived as the newest fad, people didn't know what its design represented. We told them on June 22, with a TV spot where a guy agrees to wear our T-shirt, only to find out that its design is actually an HIV cell. Over his expression of shock, a statement appeared on screen: You could have it and not know it. June 22, 2007- Get tested. The next day, we ran print ads announcing mass HIV testing sponsored by Bristol-Myers Squibb.

Execution

From June 15 to 21, we distributed the T-shirts at popular hangouts. We ran fashion style newspaper ads as teasers and had product placement in prime time TV shows.

On June 22, our TV spot ran, revealing the T-shirt's true design - the HIV virus - and invited people to the mass HIV testing sponsored by Bristol-Myers Squibb. The spot aired in three local channels and cable TV as a public service announcement.

The next day, we ran print ads with more information on the event. A website with testing locations and information about HIV was also a part of the effort.

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