We sent out an SMS that appeared to come from an ex who had recently discovered they might have HIV. This SMS was followed immediately by another SMS that revealed AIDS Concern as the source of the message, and provided a call-to-action that drove people to our microsite where they could make an immediate booking.

We created a microsite that allowed concerned friends and family to send TEXT FROM YOUR EX SMSes 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 individuals.

Test bookings doubled from the previous year, setting a new record for AIDS Concern. Our campaign led to 664 pieces of online coverage and reached more than 9 million people from $0 media spend.