Direct > Use of Direct Marketing
THE HIV+ ISSUE
SAATCHI & SAATCHI, Geneva / VANGARDIST MAGAZINE / 2015
Awards:
Overview
Credits
Overview
Audience
We are talking to people that are brave and intelligent, driving change by creative ideas and that are activists in a new way.
Our primary target are people related to the gay community, which resonates with the target audience of the Magazine.
A secondary target is journalists and Key Opinion éeaders to make global awareness on the issue. They are becoming the ambassadors of our cause and help to spread our message against HIV-related Stigma to their fan base all around the globe.
ClientBriefOrObjective
Vangardist Magazine released a special edition of their publication to fight against HIV-related stigma. 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 where confronted with an additional personal dilemma- to break the seal and break the stigma or ignore the issue.
The 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
We live in a society that still finds HIV shameful. Today, some people still believe sharing a glass of water or a toilet can spread HIV. Others talk about losing their job because an employer learned of their illness.
Only through leading by example can we improve the lives of those living with HIV. LifeBall is devoting to raise awareness on HIV/AIDS and to keep the discussion up and going over the last 15 years, but Vangardist wanted to add some momentum to this.
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