The viral campaign #sharethelove is a misleading content that create engagement: The more people share the campaign, the more the revelation gets powerful.

Celebrities posted pictures of a couple having sex with a hashtag #sharethelove. Those celebrities are not ones that use to post this kind of content, like a former health minister.

But when people retweeted the picture, the picture started to evolve and got bigger.

A man called “Henry Ian Vernon ” posted other extracts of the picture with new sex scenes. In fact, Henry Ian Vernon is a bot. It is programmed to scan the hashtag #share thelove and retweet an ever larger image for each retweet.

The day after, AIDES revealed the ID of Henry Ian Vernon and sent a virus tweet to all the people whom interacted with the picture:

“Virus Alert ! I’m HIV. You have shared the love. You are now contaminated.

Our society is getting through a revolution: Online dating

In France, a quarter of the population has subscribed a dating app. And more the 60% of those people admit using those app just for one-night relationships.

A deep change in sexual relationships and behavior. As people just want to have fun, and share with the maximum of people, we created a misleading campaign that plays on the same leverages.

In order to impact people’s mind in a new way, we developed a playful and immersive visual that made people interact and get deep into it.

As the visual was cut in different steps to make the parallel with Aids propagation, we created a huge visual with so many sex scenes that it’s hard to go all over it. It allowed to get people’s attention. Choice of illustration allowed to show sexual content but making the interaction really funny and immersive.

• By the end of the activation, the campaign earned 15M impressions on Twitter with 0€ media investment.

• Celebrities accounts have never been this active. Retweets increased by an average of 4000% compared to usual content.

• The campaign reached more than 4500 tweets on #ShareTheLove and hacked more than 4500 twitter’s accounts.

• After the reveal, people spent an average time of 5 Minutes on the sharethelove.city website.

The Viral campaign helped people to get into the right open-mindedness to hear and understand the message. With 0€ media investment, AIDES reached and impact a massive part of the exposed population. It delivered an impactful message about Aids risks and the importance of protection even more for online dating

People do not want to hear about disease or scary messages about aids and sexual protection. AIDES Association needed to find a way to impact peoples’ mind through an engaging activation.

To avoid fear or rejection, we crafted a joyful and funny campaign that allowed to get people’s attention. The Viral campaign #sharethelove is a misleading activation that engaged people without knowing they were in prevention campaign.

Thanks to an evolving design, they played the main role in its development: the more they interacted with the campaign, more the campaign got bigger.

After the reveal, we launch an immersive mini-site to allow people to interact with the visual and get deep into it.