Fundación Huésped Digital, Case study Talking Numbers by Wunderman Buenos Aires

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Talking Numbers

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Industry HIV/AIDS
Media Digital, Interactive & Mobile, Case study
Market Argentina
Agency Wunderman Buenos Aires
Executive Creative Director Sebastian Tarazaga, Dany Minaker
Creative Director Darío Ventura
Art Director Damian Lavandera
Producer Laura Martínez
Production Duquesa
Director Emiliano Ferrando
Released October 2016

Awards

Cannes Lions 2017
Media Channels: Use of Ambient Media: Small Scale Bronze Lion

Credits & Description

Title: Talking Numbers
Agency: Wunderman Buenos Aires
Brand: Fundación Huesped
Country: Argentina
Entrant Company: Wunderman Buenos Aires
Advertising Agency: Wunderman Buenos Aires
Production Company: Wunderman Buenos Aires
Account Group Director: Mercedes Cores (Wunderman Bs As)
Executive Creative Director: Sebastian Tarazaga (Wunderman Bs As)
Executive Creative Director: Dany Minaker (Wunderman Bs As)
Head Of Pr: Daniela Tucci (Wunderman Bs As)
Creative Director: Dario Ventura (Wunderman Bs As)
Art Director: Damian Lavandera (Wunderman Bs As)
Head Of Strategy: Mathilde Yvert Rankin (Wunderman Bs As)
Innovation Director: Rodrigo Gorosterrazu (Wunderman Bs As)
Data & Analytics: Javier Epilman (Wunderman Bs As)
Producer: Laura Martinez (Wunderman Bs As)
Director: Emiliano Ferrando (Duquesa)
Producer: Santiago Rusconi (Duquesa)
Music & Audio Post House: Swing Musica & Audio Post (Swing Musica & Audio Post)
Director: Rodo Castro (Duquesa)
Editor: Juan Dalessandro (Duquesa)
Production Company: Duquesa (Duquesa Production Company)
Account Executive: Lucia Pierri (Wunderman Bs As)
Communication Coordinator: Debora Fiore (Fundación Huesped)
Vp: Victoria Cole (Wunderman Bs As)
Outcome:
Every time they took an appointment ticket, people would get more aware about the impact of HIV and the importance of getting tested. From a situation where they were waiting to check on their health, they were given the opportunity to think of the risks of HIV and get tested for it.These data made many people wanted to ge tested, which they usually wouldn’t even consider.With no media budget at all:We increased the numbers of tests done and help everyone to get aware of HIV and about the importance of getting tested: They were 7,046 tests done on 10,804 tests offered through the tickets. More than 65% of people chose to get tested.The number of tests done increased by 270% compared to the number of tests normally done by medical center per week.Following this short campaign, 22 persons who tested positive are already in treatment with Fundacion Huesped.On 1st of December, during the first 2 hours of the initiative, the hashtag #EsTuTurno ( #itsyourturn ) overpassed 2.200.000 impressions and was trending in Argentina and the hashtag #FrenaElVIH overpassed 1.200.000.The campaign generated a value of $12.993.479,6 of earned media and reached 44.457.666 of people.
Relevancy:
This idea started inspired by data and ended up with data at the heart of its creativity. We researched Argentina’s general HIV statistics, worked on them to convert them into insights, segment and personalize them relevantly for different profiles, so the message could resonate deeply with people getting their routine blood test. We then used face recognition data to get people’s demographics, and location based data so we could emotionally and relevantly connect with each person. Finally, the data delivered at the core of the message to people genuinely made them want to act and get tested for HIV.
Strategy:
We used actualized general data about HIV for this initiative, researching HIV relative information from referent sources like health organizations, NGOs, media. We converted them into insight-statistics, segmenting and personalizing them relevantly for different people profiles. We then created a database with more than 200 real statistics about HIV, organized by categories such as gender, age, geographic location, etc. Each of those statistics became a relevant message that could deeply resonate with people getting their routine blood test, to wake them stop, think and act to get tested for HIV.Everyone who was coming to get a routine blood test was our target. Through their new appointment ticket, we would address them segmented and personalized data messages coresponding to their own life’s situation.
Synopsis:
Today in Argentina more than 120.000 persons are HIV positive. 30% of these people do not know about it and they’re not getting themselves checked, thinking this problem doesn’t concern them. However, being tested for HIV is the best way to slow down and stop the virus because in case of a positive result, an early diagnosis can save people’s lives.That’s why it’s crucial to encourage people to get tested.Fundación Huesped is an Argentine organization with a regional reach that dedicates itself to fight against HIV ever since 1989. In 2016, with Fundación Huesped, we took upon ourselves to increase the number of early diagnostics, to make sure more people get tested for HIV and make everybody aware of the problem of HIV.
Media Strategy:
From the first statistic: “86% of the people who go to clinics to get a routine blood test, don’t use this opportunity to get tested for HIV”, we then used other general alerting HIV statistics to tailor them to diferent segments of people. We then delivered these statistics based on people’s profiles to touch them emocionally and make them think and push them to get tested for HIV.The data was key at every stage of the idea: the insight, the media, the message and the results.
Campaign Description:
The 30% of the people who carry HIV without being aware of it are not getting tested; they think this problem doesn’t concern them. We needed to wake them up, with a powerful, personal and relevant message.We researched Argentina’s general HIV information from health organizations, NGO, and media. We convert them into insight-statistics, segmenting and personalizing them relevantly for different people, so the message could resonate deeply with people getting their routine blood test.Then, in 70 medical centers across the country, during AIDS week, we modified the machines that assign appointments for routine blood tests in clinics. Instead of providing the ticket with a usual appointment number, the machine handled a ticket with a number corresponding to a shocking HIV statistic, relevant to each person. Using geolocation and face recognition technology that analyzed each person’s age and gender we were able to personalized the HIV statistics to people requiring an appointment number. When it was their turn to be called in by the doctor for their blood test, it’s their ticket’s HIV statistic that was shown on the waiting room’s screen, for everybody to see. Making them and everyone reflect on the importance of getting tested for HIV.