We reached to people coming to get their routine blood test in medical centers and get to them with personalized, relevant shocking HIV statistics to get them to ask for HIV test.

We first converted Argentina’s general HIV information into segmented and personalized statistics, that correspond to who people are.

Then we transformed the machines that assign appointments for routine blood tests in clinics into digital intelligent computers that handled a ticket with a number corresponding to a shocking HIV statistic relevant to each person, instead of providing the ticket with a usual appointment number.

In time to be called in by the doctor for their blood test, it’s the ticket’s HIV statistic that was shown on the waiting room’s displays, for people to see, making them reflect and act on getting tested for HIV.

The Talking Numbers activation made people interact with an ecosystem to get delivered the message we wanted to communicate to them.

In 70 medical centers nationwide, from November 25th to December 1st, AIDS week, we transformed the machines that assign appointments tickets in clinics into technological devices.

Instead of providing the ticket with a usual appointment number, the machines handled a ticket with a number corresponding to a shocking HIV statistic. Using geolocation and face recognition technology analyzing each person’s age and gender, we personalized the HIV statistics to connect with people.

When came their turn to be called in by the doctor, it’s the ticket’s HIV statistic that was shown on the displays, making people reflect and act on getting tested for HIV.

The combination of cutting-edge technology and traditional appointment ticket in the waiting rooms of medical centers proved to be a great participative activation.

Without any media budget:

We increased the numbers of HIV tests done:

They were 7,046 tests done on 10,804 tests offered through the tickets.

More than 65% of people chose to get tested.

The number of tests done increased by 270% compared to the number of tests normally done by medical center per week.

22 persons who tested positive are already in treatment with Fundación Huesped.

On 1st of December, during the first 2 hours of the initiative, the hashtag #EsTuTurno

(#itsyourturn) overpassed 2.200.000 impressions and was trending in Argentina and the hashtag #FrenaElVIH overpassed 1.200.000.

The campaign generated a value of $12.993.479,6 of earned media and reached 44.457.666 of people.

From a situation where they were waiting to check on their health, people acted and got tested for HIV. Simple but powerful statistics made people get tested, which they usually wouldn’t even consider.

The Talking Numbers activation made people interact with an ecosystem to get delivered the message we wanted to communicate to them. Since we transformed the machine they needed to use to get medical ticket appointment, this real life experience implied people interaction and participation at several levels of the communication. Finally, and as an ultimate participation it’s the people themselves who acted upon the CTA to bring the results home.

The combination of cutting-edge technology and traditional appointment ticket in the waiting rooms of medical centers proved to be a great participative activation.

We reached to a captive target in medical centers: people waiting for medical test appointment.

Thanks to geolocation and face recognition technology we segmented our audience to address people with diferent HIV statistics as messages.

We converted HIV information into insight-statistics, segmenting and personalizing them relevantly for different people to arrive to more than 200 statistics about HIV linked to gender, age, geographic location.

The ticket appointment machines and the waiting room screens people used to get to their appointment were used to deliver our message to each person. Finally, the appointment ticket with the new segmented and personalized data message resonated with people and offering them to get tested for HIV while getting their blood test done.

Today in Argentina more than 120.000 persons are HIV positive. 30% of these people do not know about it and they’re not getting themselves checked, thinking this problem doesn’t concern them. However, being tested for HIV is the best way to slow down and stop the virus because in case of a positive result, an early diagnosis can save people’s lives.

That’s why it’s crucial to encourage people to get tested.

Fundación Huesped is an Argentine organization with a regional reach that dedicates itself to fight against HIV ever since 1989. In 2016, with Fundación Huesped, we took upon ourselves to increase the number of early diagnostics, to make sure more people get tested for HIV and make people aware of the problem of HIV.