Cannes Lions
OGILVY FRANKFURT, Frankfurt / MTV / 2007
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The most popular online shooter game worldwide is called Counterstrike. In Germany alone 2,2 million players play daily on more than 20,000 servers. 80% are young people between the ages of 16 and 26. As part of the MTV Anti-AIDS campaign "Staying Alive", a jpeg graphics file was installed on more than 12,000 Counterstrike servers to warn players about the dangers of AIDS. When a player accessed the server on 1st December 2006, he or she was confronted with the Anti-AIDS Message before they could start playing the game.
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