Loveyourself Digital, Case study #Staynegathive [image] by DM9 JaymeSyfu Makati

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#Staynegathive [image]

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Industry Charities, Foundations, Volunteers, HIV/AIDS
Media Digital, Interactive & Mobile, Case study
Market Philippines
Agency DM9 JaymeSyfu Makati
Chief Creative Officer Merlee Jayme
Executive Creative Director Louie Sotto, Jerry Hizon
Creative Director Biboy Royong
Art Director Biboy Royong, Cesca Veneracion
Copywriter Louie Sotto, Therese Liboro
Released October 2016

Awards

ADFEST 2017
Interactive Lotus User Experience On Website Bronze

Credits & Description

Company Entering: Dentsu Jayme Syfu, Manila
Brand: Free Hiv Testing
Advertiser: Loveyourself
Brand: Love Yourself
Agency: Dentsu Jayme Syfu, Manila
Chief Relations Officer: Alex Syfu
Chief Creative Officer: Merlee Jayme
Executive Creative Director: Louie Sotto/Jerry Hizon
Creative Director: Biboy Royong
Copywriter: Therese Liboro/Louie Sotto
Art Director: Biboy Royong/Cesca Veneracion
Technologist: Jr Ignacio
Programmer: Jr Ignacio/Archie Gelonga
Account Director: Gabbie Santiago
Social Media Manager: Tabbi Tomas
Strategic Planning Director: Diday Alcudia
Digital Producer: Dom De Leon
Film Production Company: Tower Of Doom, Manila
Executive Producer: Carlo Perlas
Post-Production Company: Tower Of Doom, Manila
Editor: Boogs San Juan
English Context Explanation: http://www.hivfy.com/
Synopsis:
In just 6 years, HIV cases in the Philippines grew by a whopping 1038%, leading the World Health Organization to identify it as having the fastest growing AIDS epidemic in the world. The problem: people weren’t getting themselves tested. But HIV can be part of anyone’s story. In 2015, Love Yourself, a small non-profit organization which offers free testing, sought to get this message across. How? Though majority of Filipinos ignored HIV, there was one thing people couldn’t ignore online: TYPOS. The campaign was launched in Rappler.com, the country’s most popular news site known for its accuracy in news and grammar. With a simple script, the most popular articles and sites were infected. An “H” was added to any word with the letters “IV”, or a “V” to any letter sequence of “HI” creating typos reading “HIV”. As readers scrolled to comment about the typos, the message hit them - HIV could be part of anyone’s story. In less than a week, the campaign garnered over 50 million impressions and $500,000 in earned media. Most importantly, Love Yourself reported a 60% rise in the number of people tested, making 2015 the year with the highest testing rate in its history.