THE SAFER SEXHOTLINE by BBDO Germany for AIDSHILFE DUSSELDORF

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THE SAFER SEXHOTLINE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency BBDO Germany
Creative Director Ton Hollander
Copywriter Christian Ole Puls, Dominique Becker
Released December 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AIDSHILFE DÜSSELDORF
Product/Service: AIDSHILFE AIDS CHARITY
Agency: BBDO GERMANY
Date of First Appearance: Dec 31 2009 12:00AM
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Toygar Bazarkaya (BBDO Düsseldorf)
Creative Director: Ton Hollander (BBDO Düsseldorf)
Copywriter: Christian-Ole Puls (BBDO Düsseldorf)
Copywriter: Dominique Becker (BBDO Düsseldorf)
Account Director: Florian Zwinge (BBDO Düsseldorf)
Account Director: Stefan Dicks (BBDO Düsseldorf)
Account Executive: Michaela Hünlein (BBDO Düsseldorf)
Account Executive: Gülcan Demir (BBDO Düsseldorf)
Media placement: Newspaper - Düsseldorfer Express - 31.12.2009
Media placement: Mailbox - Aidshilfe Düsseldorf E.v. - 31.12.2009

Describe the brief/objective of the direct campaign.
In 2009 about 2 million people world-wide died of Aids. The biggest risk of infection: unprotected sex. What’s more, short meetings for sexual relations and one-night stands are still standard in the business of prostitution. About 67.000 HIV carriers live in Germany. Almost a quarter live in Nordrhein-Westfalen. Particularly men prefer sex without a condom – and ignore the risk of infection. The Aids Federation, Aidshilfe Düsseldorf, wants to fight this global problem by pointing out to regional resident that HIV does not only infect “other people”.

Explain why the creative execution was relevant to the product or service.
The Aidshilfe Düsseldorf reached the target group where they endanger themselves directly – but would have never expected it. It was an orginiality way to contact the target group directly in the heart of the moment - by thinking on sex. The campaign was relisable with low budget but high effort for the Aidshilfe Duesseldorf.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Aidshilfe Duesseldorf had to find a place for its message where the traget audience cannot ignore it. So we have created the world’s first Safer Sexhotline. The Aidshilfe Düsseldorf took out sex ads in regional daily newspapers where sex meetings are planned canvassing sex without condoms. But this phone numbers led to a recorded message of the Aidshilfe Düsseldorf that first sounds like a real Sexhotline but then cautions against the danger of unprotected sex. The Aidshilfe Düsseldorf had to find a place for its message where the target audience cannot ignore it.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In comparison to other “normal” sex ads in the same newspapers almost two-thirds more men called the Safer Sexhotline of the Aidshilfe Düsseldorf which offered unprotected sex. And during the promotion about twelve percent more people asked the Aidshilfe Düsseldorf for detailed information. This big feedback shows, that it’s important to remind people of Aids, especially when they are not thinking with their brains.