On World AIDS Day, we decided to take HIV statistics to the streets. Inspired by the traditional medical infographics, we filled the streets of Buenos Aires with people painted and dressed in red to represent each HIV statistic. The people in red mingled with the general population in several areas of the city. The public was confronted with the virus’ reality. It left a clear message that behind each number, there is a person.

On December 1st, we filled the streets of Buenos Aires with people committed to the HIV problem. They were painted and dressed all in red. They 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, which spread the campaign’s key message, that behind each number, there is a person.

Lots of people registered and shared the action in their own social networks in real time. Mass media, celebrities and influencers also decided to share the action making it viral for free.

The hashtag #EstadisticasVivas became a trending topic. The action was shared in social networks by many people. Important brands and NGOs joined the campaign sharing it on their own online channels. Celebrities and committed influencers also joined the action. National media picked up the action due to its relevance to World AIDS Day. A National TV channel even created their own videos with these shocking HIV facts and the Fundación Huésped logo.

More than 100 MM impressions. (101.180.351)

The action was widely viewed and spread freely by the press, representing a value of $5.5MM. ($5.580.972,93). The number of tests done increased by 60% compared to previous months.

The activation raised awareness regarding the HIV issue and at the same time increased the number of HIV tests. We were able to deliver the message in a shocking and relevant way. Tests are key when struggling against HIV since, 30% of infected people, are not aware of it. As a result, people do not receive early-treatment to stop the virus from spreading.

Living Statistics campaign’s target was the general population, mostly youngers, to let people see that HIV is not just numbers. We needed people to feel that behind each HIV fact and statistic, there is a person. Our challenge was to spread awareness without a budget. So, we used people committed helping the HIV issue. We focused on the people behind those numbers, bearing in mind that they have lives and their own stories. We were inspired by the classic iconographic silhouettes that represent HIV statistics. Then we took hundreds of people painted and dressed in red to the streets so everyone could meet them face to face. Ultimately, demonstrating that people with HIV are not just numbers, but people.

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 action to spread more awareness, and at the same time, have it successfully replicated by key media without having to invest a single peso.