Cannes Lions
SAATCHI & SAATCHI, Geneva / VANGARDIST MAGAZINE / 2015
Awards:
Overview
Entries
Credits
Description
Vangardist Magazine wanted to activate people to fight against HIV-related stigma. So, what better way to connect people to the issue than by printing their whole edition with the cause of the stigma itself – HIV-positive blood. It created awareness of the issue with the reader in a heartbeat and rallied people to share the topic via social media with #hivheroes.
Outcome
• One of the most trending topics on the net
• Received broad coverage on platforms like buzzfeed, mashable, iflscience.com
• Over 5,2m shares in the first ten days of the campaign
• More than 20mins of live overage on news channels such as CBS-News, BBC, AlJazeera, etc
• Reaching out to an estimated audience of 32million
• Over 300 publications covered the topic in 28 countries across the globe.
• All coverage added up to an earned media value of USD 1,98m
• On the day of entry, the edition was on its way to selling out, raising potentially EUR 150K of donations.
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