We researched data from referent sources like health organizations, NGOs, and media. We converted data into insight-statistics, segmenting and personalizing them relative to different people’s profiles. The most shocking data was selected to be shared.

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 conveyed a clear message that behind each number, there is a person. The action was replicated by key media across the country, generating millions of impressions without having to invest a single peso.

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. The campaign clearly conveyed the message that behind each number, there is a person.

We made people understand and pay attention to data in a very simple way that has never been done before.

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 idea was conceived using all the shocking HIV infections data in Argentina. We managed to make people visualize the data in a simple, but impactful way that everyone could understand it. We captured the attention of the mass media and social networks in the framework of World AIDS Day without having to make any kind of investment. The results exceeded all expectations and the message clearly impacted the target audience. The campaign was shared on national TV and by social media users, influencers and celebrities, important brands, related NGOs and digital and mass media, exceeding 100MM impressions.

This idea was inspired by data and ended up with data being at the heart of its creativity. We researched Argentina’s general HIV statistics, information from referent sources like health organizations, NGOs and the media. We converted them into insights that sent compelling messages about HIV to the general population.

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. They also forget how important is to take care of themselves and that everyone should take the HIV test even with the smallest amount of doubt.