CAN A LOLLIPOP SAVE A LIFE? by Ogilvy Cape Town for NATIONAL AIDS HELPLINE

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CAN A LOLLIPOP SAVE A LIFE?

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Christopher Gotz
Art Director Sanjiv Mistry, Prabashan Gopalakrishnan Pather
Released November 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: NATIONAL AIDS HELPLINE
Product/Service: CONTRACEPTION AWARENESS
Agency: OGILVY CAPE TOWN
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA
Executive Creative Director: Christopher Gotz (Ogilvy Cape Town)
Copywriter: Sanjiv Mistry (Ogilvy Cape Town)
Copywriter: Prabashan Gopalakrishnan Pather (Ogilvy Cape Town)
Art Director: Prabashan Gopalakrishnan Pather (Ogilvy Cape Town)
Art Director: Sanjiv Mistry (Ogilvy Cape Town)
Business Director: Wouter Lombard (Ogilvy Cape Town)
Account Manager: Mark Drummond (Ogilvy Cape Town)
Production Manager: Dee Hewitt (Ogilvy Cape Town)
Account Manager: Kate White (Ogilvy Cape Town)
Post Production: Ian Chuter (Platypus Productions)
Media placement: Field Marketing / Outdoor - N/a - 01/12/2009

Describe the brief/objective of the direct campaign.
The National AIDS Helpline provides a confidential, toll-free telephone counselling service for those who engage in unprotected sex, and those affected by HIV/AIDS. They briefed us to design a simple, cost-effective pamphlet about the dangers of unsafe sex to hand out to the general public on World AIDS Day.

Explain why the creative execution was relevant to the product or service.
Simply put, we broke through the clutter of traditional African AIDS information. Rather than give people a bland page of information, our solution was experiential and interactive. The analogy between an unwrapped lollipop and an unprotected penis was simple, unusual and hard-hitting.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our research showed that there are too many AIDS pamphlets as it is, and none of them convey their message in an impactful way. Instead, our solution was to do something memorable, something that would be talked about. We handed out unwrapped lollipops printed with a message, begging the question: shouldn't unprotected sex in South Africa provoke the same disgusted response as a mere unwrapped lolly?

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.
The in-your-face analogy and unusual medium really upset people and got them talking, which in a country where discussing AIDS is still taboo, is an accomplishment in itself. People started calling radio stations about the idea, and the AIDS Helpline's average call rate increased from 1900 to 3000 calls per day.