ActionAid Print BE POSITIVE by Ogilvy & Mather Singapore

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Industry HIV/AIDS
Media Print, Magazine & Newspaper
Market Singapore
Agency Ogilvy & Mather Singapore
Copywriter Renee Lim, Adrian Yeap
Producer Amarjeet Kaur
Released December 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: ACTIONAID
Chief Creative Officer: Steve Back (Ogilvy&Mather Singapore)
Creative Director/Copywriter: Troy Lim (Ogilvy&Mather Singapore)
Creative Director/Art Director: Jon Loke (Ogilvy&Mather Singapore)
Director/Production Company: Royston Tan (Chuan Pictures)
Art Director/Typographer: Sean Soo (Ogilvy&Mather Singapore)
Copywriter: Adrian Yeap (Ogilvy&Mather Singapore)
Copywriter: Renee Lim (Ogilvy&Mather Singapore)
Producer: Amarjeet Kaur (Ogilvy&Mather Singapore)
Head Of Account Management: Shirley Tay (Ogilvy&Mather Singapore)
Account Manager: Eugenia Ngan (Ogilvy&Mather Singapore)
Account Service: Ian Koh (Ogilvy&Mather Singapore)
Interactive Art Director: Yao San San (Ogilvy&Mather Singapore)
Production Company: The Gunnery (The Gunnery)
Editing Company: Black Magic Design (Black Magic Design)
Sound Design/Arrangement: Ben Rosen
Media placement: TV Campaign - 3 Spots - Channel 8, Channel U - 21 November 2011
Media placement: TVC Campaign - 3 Spots - National Geographic, AXN - 21 November 2011
Media placement: TVC Campaign - 3 Spots - Discovery, CNN, History Channel - 21 November 2011
Media placement: TVC Campaign - 3 Spots - Starworld, TLC, VVD - 21 November 2011
Media placement: Online - Facebook, SPH Network, MediaCorp - 23 November 2011
Media placement: Online - XinMSN, Innity Network, Catcha Digital - 23 November 2011
Media placement: Outdoor - Train Stations, Large Format LED Screens In Shopping Malls - 24 November 2011
Media placement: Radio - Class 95FM, YES 933FM, Warna 942FM - 28 November 2011
Media placement: Magazines - 8 Days, Iweekly, Manja - December 2011 Issues

Describe the objective of the promotion.
Stigma is a critical factor contributing to AIDS in Singapore - more than 400 new cases have been detected yearly since 2007. Stigma creates fear of discrimination which makes people-at-risk deny the problem, avoid the truth and continue practising unsafe behaviour - in turn, further spreading the virus and perpetuating the problem. This fear is especially heightened in a self-policing society ever ready to stigmatize deviants of any kind.

We couldn’t address attitudes of fear through a 1st-of-its-kind 3-month campaign. What we could do, however, was to incite conversation that would create a positive environment around the issue.

Describe how the promotion developed from concept to implementation.
We issued a call-to-arms –“BE POSITIVE” – to rally Singaporeans to be the face of people living with HIV (PLHIV). First, we provoked with a video of celebrities stepping forward to disclose their HIV status, but the twist being they were reading out letters on behalf of PLHIV. Then we rallied people on Facebook by inciting conversations with our poignant stories of PLHIV that showed how normal their lives truly were. Finally, we created picbadges, events and video montages of passionate individuals reading out letters written by PLHIV, similar to the celebrities’ videos, showcasing the new faces and voices of PLHIV.

Explain why the method of promotion was most relevant to the product or service.
Stigma is defined as a mark of disgrace, a badge of shame that pulls the “shamed” away from regular people. The double meaning of “Be Positive” – “being HIV-positive” and “being positive about PLHIV” worked towards collapsing this distance between PLHIV and regular Singaporeans, and brought them together into ONE COLLECTIVE against a common enemy – stigma. This controversial request, issued in a society where it is almost socially acceptable to marginalize and penalize the HIV-positive, provided us the firepower to ignite the first ever mass conversation on HIV/AIDS.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Within 3 months, we have attracted 17,000 supporters, of which 40% has been earned via word-of-mouth. These supporters also extend out of Singapore across 20 countries including US and UK.

Videos have garnered a total of 1.72 million views, in a nation of 5 million people.

Daily engagement rates are 35x that of (RED), a global initiative that ran a campaign in the same period. We have also gone from silence to 200,000 interactions– of which 3,500 were user-generated.

International superstars, Scissors Sisters, publicly demonstrated their support in their recent performance in Singapore.
HIV-testing increased by almost 20%.