SYPHILIS SUCKS by Ogilvy & Mather Paris for RIVE ASSOCIATION

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SYPHILIS SUCKS

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Industry Public awareness, Public Safety, Health & Hygiene
Media Direct marketing
Market France
Agency Ogilvy & Mather Paris
Creative Director Pedro De Oliveira
Released June 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: RIVE ASSOCIATION
Product/Service: PUBLIC AWARENESS MESSAGE
Agency: LUVI OGILVY
Date of First Appearance: Jun 28 2010
Entrant Company: LUVI OGILVY, Sainte-Clotilde, FRANCE
President: Luis Vieira (Luvi Ogilvy)
Account Executive: Ludovic Precourt (Luvi Ogilvy)
Media Planner: Valerie Leger (Luvi Ogilvy)
Creative Director: Pedro de Oliveira (Luvi Ogilvy)
Marketing Director: Shantala Etheocle (Rive)
Marketing Director: Marie-Laure Veyrat (Rive)
Media placement: Print - Post Cards - CHR - 28 July 2010

Describe the brief/objective of the direct campaign.
Though the idea of using protection during sex is generally apprehended, most people tend to think unprotected oral sex is ok, and rarely use condoms when it comes to going down on someone.
The challenge was to generate an awareness emphasizing the fact that STIs are also transmitted during oral sex. Especially syphilis!
Instead of shocking, we went the playful route giving people the chance to talk about this serious issue. We made them laugh but also got them to take action, which was to protect themselves from STIs (Sexually Transmitted Diseases).

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A simple “lollipop” (which was in fact a real condom) was our creative solution.
All that was needed was to peel it off, read the message and… put it to good use!!!
This proved to be effective, hence feedback was positive.

Explain why the creative execution was relevant to the product or service.
Postcards that disappeared like candy!

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.
84 % 15 and plus where impacted
75 % scored the campaign 8/10
52 % were hot to test themselves
62 % were motivated to use condoms during all kinds of sex

Source : INSTITUT LOUIS HARRIS - 4, boulevrd Vauban, 97490, Saint-Denis.