GROUP THERAPY 2009 by Philipp Und Keuntje for VERGISS AIDS NICHT



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Industry Charities, Foundations, Volunteers, HIV/AIDS
Media Direct marketing
Market Germany
Agency Philipp Und Keuntje
Art Director Alexander Norvilas
Copywriter Dennis Krumbe
Released November 2009

Credits & Description

Category: Best Low Budget Campaign
Product/Service: AIDS CHARITY
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: PHILIPP UND KEUNTJE, Hamburg, GERMANY
Entry URL:
Creative Directors: Diether Kerner/Jo Marie Farwick (Philipp Und Keuntje)
Art Director: Alexander Norvilas (Philipp Und Keuntje)
Copywriter: Dennis Krumbe (Philipp Und Keuntje)
Account: Steffen Schwab/Eike Markus (Philipp Und Keuntje)
Media placement: Groups On Social Networking Websites. - Groups On Social Networking Websites. - 01.12.2009

Describe the brief/objective of the direct campaign.
The association 'Don’t forget AIDS' (Vergiss AIDS nicht e.V.) campaigns against unprotected sex. Because AIDS is still deadly and the rate of new HIV infections is once again on the rise. The reason: young adults in particular think sex without a condom is cool. The association wanted to show large numbers of these people the sheer recklessness of their behavior.

Explain why the creative execution was relevant to the product or service.
We knew how difficult it would be to reach young adults. A classic direct campaign would go unnoticed. So the best way to get our message across was to go where they spend most of their time – social networking sites on the Net. By the way, this is also a place where the association is already highly active. And we did something very unique: using group names to get a message across. Combined with a linked campaign site and the possibility of direct communication via email and discussion boards, this ensured that the association received more attention than ever before.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We had the idea of infecting young people who like having unprotected sex with HIV. Although only virtually on social networking sites, of course. To do this, we set up groups with names like “I do it without condom.” “Cool” groups that attracted a lot of members. On World AIDS Day we renamed all groups “HIV – I’m positive”. Suddenly the members became HIV-positive – at least in a virtual sense. Then we revealed who we were. On a linked campaign site we appealed to the young adults not to ignore the dangers of AIDS and got a lot of responses.

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.
A great value campaign that caused quite a buzz and was highly discussed on news sites, Twitter and in blogs. The results were also impressive: 8,000 additional site visits per day, 800 new association members and a 20% increase in donations. In short, 100% awareness, zero cost.