Despite AIDS Concern’s continual education efforts, only 0.0007% of people in Hong Kong book HIV tests each year. With their traditional marketing approach proving ineffective, AIDS Concern needed a more direct approach to drive testing and reduce the rate of HIV.

AIDS Concern created a microsite that allowed concerned friends and family to send TEXT FROM YOUR EX, SMS messages to at-risk individuals. After entering the number of the recipient, the message was then sent from an unknown number. 20 seconds later, a follow-up SMS was automatically sent to the recipient. This SMS revealed AIDS Concern as the source of the message, provided a link to our microsite to make a booking, and allowed recipients to pass the message on to other at risk.