Red Hot Ambient Spreading the word, not the disease by Wing

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Spreading the word, not the disease

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Industry Public awareness
Media Ambient
Market United States
Agency Wing
Art Director Alvaro Naddeo, Anthoni Rodriguez
Copywriter Facundo Paglia
Producer Nadina Steimberg
Account Supervisor Daniel Gergely
Released April 2013

Credits & Description

Agency: WING
Category: Stunts & Live Advertising
Art Director: Alvaro Naddeo
Account Supervisor: Daniel Gergely
Copywriter: Facundo Paglia
Other Credits: Cheska Barneveld
Other Credits: Javier Cortes
Other Credits: Justin Jahng
Producer: Nadina Steimberg
Other Credits: Bernardo Revilla
Art Director: Anthoni Rodriguez
Other Credits: Clovis Aidar
Chief Creative Officer: Renata Florio
Other Credits: Matthew Wolf

Ambient Execution Description
Spreading the word, not the disease.So what was the problem?Progress made by researchers in fighting AIDS is causing a false feeling of ease among millennials. They have unprotected sex, assuming that the disease is manageable. What did you do?We got personal. We placed gorgeous women at bars, getting them to chat with guys and get their phone numbers. They immediately received fictional text messages from her previous partners, reminding them that when you have unprotected sex, you are being exposed to all their past sexual encounters. We also recorded the action, without them noticing, and edited the footage as an Internet film.What happened then?The fact that millennials flirt by SMS made our choice of delivery for this message the most sensible, sending it at the perfect time: when they were looking to find a potential partner. Using their smartphones, we created an instant connection.Most of the young people approached by our actresses realized the importance of safe sex and even helped us spread the word on social networks afterward. The message quickly spread on Twitter and Facebook through users around the world. The action received almost 30,000 mentions on the Web during the first week, and Red Hot page activity was up 200%, making it the most effective awareness campaign ever held by the Red Hot Organization.