Red Cross DM FRIEND REQUEST by Saatchi & Saatchi Warsaw

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Industry HIV/AIDS
Media Direct marketing
Market Poland
Agency Saatchi & Saatchi Warsaw
Creative Director Max Olech
Art Director Wojtek Pakier
Copywriter Kamil Majewski, Michal Pawlowski
Editor Filip Bartold
Production BOX Postproduction
Released November 2011

Credits & Description

Category: Socila Media & Viral Marketing
Product/Service: HIV PREVENTION
Creative Director/Art Director: Piotr Chrobot (Saatchi & Saatchi Poland)
Creative Director: Max Olech (Saatchi & Saatchi Poland)
Copywriter: Kamil Majewski (Saatchi & Saatchi Poland)
Art Director: Wojtek Pakier (Saatchi & Saatchi Poland)
Copywriter: Michal Pawlowski (Saatchi & Saatchi Poland)
Photographer/Director: Bartek Pogoda (
Editor: Filip Bartold (Delapost)
Social Media Specialist: Bartek Kowalski (Freelance)
Account: Jola Mazurek (Saatchi & Saatchi Poland)
Account: Aleksandra Monczak (Saatchi & Saatchi Poland)
Music: Stanislaw Kociolek (Saatchi & Saatchi Poland)
Music: Tomasz Kuczma (
Sound Design: Kuba Pietrzak (Box Postproduction)
Production Manager: Anna Janicka (Saatchi & Saatchi Poland)
Production Manager: Joanna Kurcińska (Saatchi & Saatchi Poland)
Animation: Michal Adamczyk (Freelance)
Actress: Kasia Borowicz (Freelance)
Web Design: Karol Góreczny (Saatchi & Saatchi Poland)
Web Design: Piotr Jakubowski (Saatchi & Saatchi Poland)
Public Relations: Przemek Staniszewski (Walk PR)
Media placement: Social Media Campaign - Profile Launch - Facebook - 14 November 2011

Describe the brief/objective of the direct campaign.
80% of HIV infections in Poland are due to risky sexual contact.
Almost half of people infected are

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the Facebook profile of a very attractive girl.
She was sending Friend Requests to male users.
If you confirmed her, you would see a movie on her Wall.
It used your POV to show your incautious decision just taken on Facebook as a real-life situation: meeting our heroine at the bar, being tempted by her beauty, ending up in bed.

Final sex scene ended with tagline 'She is HIV positive. Now you are too. Life is not Facebook. Don't accept invitations from strangers.'

The filmed linked to a webpage where users could get information on how and where to take a blood test.

Explain why the creative execution was relevant to the product or service.
Our target group live their virtual life on Facebook. We based the idea on an analogy:
confirming a Friend Request from a stranger and, by doing so, sharing with one our intimate data on Facebook profile might be compared to the real-life situation of having intimate sexual relations with someone we've just met and know nothing about.

The tool of Friend Request is free, so the only cost was the production of the movie = €1,300. This was crucial, as Polish Red Cross is an NGO.

The campaign additionally freshened the image of our client in young people's minds.

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 the first month of the campaign the amount of blood tests rose by 43% compared to the previous year! (Nov 2010 = 2293 tests, Nov 2011 = 3287 tests).

Over 1,300 Facebook users confirmed the friend request from our heroine.

With no media budget, the campaign movie became the most popular non-profit Polish viral ever with over 2m views ( there are 17m Internet users in Poland).

Free media in biggest Polish TV stations and web portals =€40,000.

Campaign was commented on in foreign media and webpages in 150 countries and adopted by foreign Red Cross.