Last year, the whole world was hit by a global pandemic: the covid 2019.

The French were placed in total lock-down, with a ban on going out for social interactions, moving around, having fun etc.

It was, in a way, the end of their social life and thereby the end of their love life and sexual life.

For the “country of love” it was a bombshell. People on social media went wild and posted a lot about frustration snowballed. This frustrating situation meant that at the end of it, people will even more want to get together and share moments together. Education on contraception was therefore essential in this context for the organization AIDES, in the fight against AIDS and sexually transmitted diseases. Hence, we decided to launch a national preventive campaign every day on social media.

AIDES is a French association fighting against HIV and viral hepatitis. They carry out information, prevention, support and mobilization actions throughout the year. Therefore, in the context of the Covid lock-down, the campaign aimed to reach as many people as possible of the French population. Because there are no rules when it comes to AIDS virus. Anyone can be infected. To generate engagement and awareness about protection, we decided to set-up a viral campaign with an impactful visual identity. We found an illustrator specializing in the press, who is used to working in just-in-time to achieve his creations. We needed one illustration per day. Each new day of lock-down was an opportunity to spread our prevention message. The day of the “end of lock-down” we revealed the illustration in its entirety, gathering all the single illustration spread throughout the days.

AIDES is a French association fighting against HIV and viral hepatitis. They carry out information, prevention, support and mobilization actions throughout the year. Therefore, in the context of the Covid lock-down, the campaign aimed to reach as many people as possible of the French population. Because there are no rules when it comes to AIDS virus. Anyone can be infected. To generate engagement and awareness about protection, we decided to set-up a viral campaign with an impactful visual identity. We found an illustrator specializing in the press, who is used to working in just-in-time to achieve his creations. We needed one illustration per day. Each new day of lock-down was an opportunity to spread our prevention message. The day of the “end of lock-down” we revealed the illustration in its entirety, gathering all the single illustration spread throughout the days.

Achieving one illustration per day was a real challenge. For the craft, we were looking for something raw and very expressive to give a real personality to those rabbits. We were looking for attitudes close to the human ones.

Humor was also an essential criterion in the choice of the illustrator because it gave the campaign the roughness we were looking for. The tone of voice was key also in order to make sure people will share the illustrations and be engaged with it.

We didn’t want the message to be sanitized as we can found when It comes to prevention message.

The fact that some illustrations were engaging allowed a better emergence in the discussion feeds.

By the end of the activation, the campaign earned 5M impressions on Twitter with 0€ media investment.

The campaign reached more than 4500 reposts on Instagram.

It delivered an impactful message about Aids risks and the importance of protection even more after a lock-down period.