HIV Foundation Print PLACES by McCann Helsinki

PLACES

Pin to Collection
Add a note
Industry HIV/AIDS
Media Print, Magazine & Newspaper
Market Finland
Agency McCann Helsinki
Copywriter Timo Silvennoinen
Released March 2012

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: HIV FOUNDATION/FINNISH AIDS COUNCIL
Product/Service: PREVENTING HIV INFECTIONS
Agency: McCANN WORLDGROUP HELSINKI
Copywriter: Timo Silvennoinen (McCann Worldgroup Helsinki)
AD: Jyrki Poutanen (McCann Worldgroup Helsinki)
Photography: Jari Riihimäki (Henry Fordin Kadun Studiot)
Agency Producer: Yrjö Haavisto (McCann Worldgroup Helsinki)
: Piia Seppälä (McCann Worldgroup Helsinki)
: Kari Mikkonen (McCann Worldgroup Helsinki)
: Petteri Lillberg (McCann Worldgroup Helsinki)
: Saara Helkala (McCann Worldgroup Helsinki)
: Timo Julkunen (A-Magazines)
Media placement: IPad Magazine Ad - Image IPad Magazine - 25 January 2012
Media placement: Social Media - Facebook - 26 January 2012
Media placement: Social Media - Twitter - 26 January 2012
Media placement: Web - Blogs - 26 January 2012
Media placement: Print Ad - Image Magazine - 1 February 2012
Media placement: Poster - Public Health Offices, Fairs, Schools - 25 March 2012

Describe the objective of the promotion.
Preventing HIV infections.

Describe how the promotion developed from concept to implementation.
We needed to develop imagery that would take a modern look at social diseases, hence we wanted to create visuals to invoke the popular social media practice to remind viewers to wrap it up.

As of now, it seems that the concept of 'Checking in' was, and is, the only option to do it properly.

Explain why the method of promotion was most relevant to the product or service.
The use of digital publications (alongside traditional printed material; magazines & posters) secured the organic propagation (giving them to 'public hands' as opposed to the agency/client posting them to social media themselves) of these thought-provoking visuals. iPad magazine ads provided a functional base for digital seeding (easy to capture and spread).

Describe the success of the promotion with both client and consumer including some quantifiable results.
4 days after the iPad magazine was published = over 100,000 views and shares over social medias, blogs etc.

5th day after the publication => Facebook removed the female image according to 'regulations'

To date over 2m views and talk raised on hundreds of discussion forums and blogs.