Challenge: How to raise awareness for the importance of screening and prevention of HIV and other sexually transmitted infections? How to convey the message that the tracking doesn’t take much, is fast and painless?
Output (results): We developed a campaign that doesn’t make judgments and is transversal to the sexually active demographic. The statement is: whatever the reasons or circumstances what is done is done.
With a different tone to distinguish from the usual condom campaigns of Abraço, our campaign used the hand as the main element.
Print: Through popular hand gestures and strong headlines, we suggest situations with which the target can identify with. By highlighting a small drop of blood we want people to understand that whatever they did it doesn’t take much to do the test, just a finger.
Film: Hot, fast and carnal, the films are examples of a typical risk behavior.
It’s a journey through skin and body until the tip of a finger with a drop of blood. At the end the headline reads: “What is done is done. Now do the test, it only takes one finger.”Read More