Outdoor > Ambient
WUNDERMAN CATO JOHNSON, Buenos Aires / FUNDACION HUESPED / 2018
Overview
Credits
BriefExplanation
On World AIDS Day, we filled the streets of Buenos Aires with people committed to the HIV problem. They were painted and dressed all in red. The red groups mingled among the general population to represent the shocking and tragic HIV statistics in Argentina. The action took place during the entire day at strategic areas of Buenos Aires. This led to large visibility and grabbed people’s attention. Next to each group of “red people,” we mapped statistics. This spread the campaign’s key message, that behind each number, there is a person.
EntrySummary
HIV statistics in Argentina are becoming increasingly more shocking. Over 120.000 people are infected, and 30% of them are not even aware of it. But people only see numbers, and never relate them to someone who has a life and a story. Therefore, we created a high impact campaign, to spread more awareness, and at the same time, have it replicated by key media without investing a single peso.
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