Direct > Use of Direct Marketing
THE HIV+ ISSUE
SAATCHI & SAATCHI, Geneva / VANGARDIST MAGAZINE / 2015
Awards:
Overview
Credits
Overview
Audience
Our primary target audience are those relating to the gay community, which links to and resonates with the readership of the Magazine.
We are also targeting Key Opinion Leaders and journalists from around the globe. They have become the ambassadors of our cause and helped spread our message to their fan base.
By sending them a sealed copy of the magazine, they were given a choice - break the stigma by breaking the seal. It is this act that makes the world of difference.
ClientBriefOrObjective
Vangardist Magazine released a special edition of their publication to fight against the stigma surrounding HIV. The editors wanted to make a direct statement to their thousands of readers- one which would create an emotional response in a heartbeat. So, what better way to connect people to the issue than by printing their whole edition with the cause of the stigma itself – HIV-positive blood.
By further putting the issue into a sealed wrapper, people picking up the magazine were confronted with an additional personal dilemma - to break the seal and break the stigma - or ignore the issue.
This act of opting in makes a world of difference as it allows a community who live in fear and isolation to feel more confident stepping out.
Execution
Early April 2015 we took blood of 3 HIV-positive donors and mixed it with the ink to print the special edition of Vangardist Magazine. 3000 copies were printed and shipped to subscribers and KOL. Our main message #HIVheroes became one of the most trending topics on social media.
Outcome
• One of the most trending topics on the net
• Received broad coverage on platforms like buzzfeed, mashable, iflscience.com
• Over 5,2m shares in the first ten days of the campaign
• More than 20mins of live overage on news channels such as CBS-News, BBC, AlJazeera, etc
• Reaching out to an estimated audience of 32million
• Over 300 publications covered the topic in 28 countries across the globe.
• All coverage added up to an earned media value of USD 1,98m
• On the day of entry, the edition was on its way to selling out, raising potentially EUR 150K of donations.
Synopsis
People do not talk about HIV anymore and therefore don’t realise that there is still a stigma around it. Our project addresses this fact and fights against the social marginalization that many HIV-positive people still experience.
By confronting readers with a decision - whether to identify with the content of the magazine or not - we are highlighting the issue. It is a necessity for each and every person to deal with the stigma that is related to HIV and to commit themselves to joining the fight against it.
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