Entertainment > Branded Entertainment

THE HIV+ ISSUE

SAATCHI & SAATCHI, Geneva / VANGARDIST MAGAZINE / 2015

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Case Film
Presentation Image
Supporting Images

Overview

Credits

Overview

CampaignDescription

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.

Effectiveness

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 - break the seal and break the stigma, or ignore the issue.

Implementation

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 leaders 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.

• More than 20mins of live overage on news channels such as CBS-News, BBC, AlJazeera, etc

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.

Relevancy

We believe that breaking the seal of the magazine stands for breaking the stigma around HIV. By wrapping the Heroes-edition of the magazine and by printing the front cover and the pages of the magazine with HIV-infected blood, we branded the magazine itself with our cause and created content that went beyond normal publication measures. This is how we managed to raise awareness and strong responses that went way beyond the magazine’s existing audience.

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