Aids Hilfe Promo, Case study BIRTH AND DEATH by BBDO Germany

Adsarchive » Promo , Case study » Aids Hilfe » BIRTH AND DEATH


Pin to Collection
Add a note
Industry Public awareness, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Germany
Agency BBDO Germany
Creative Director Carsten Bolk
Art Director Milena Hirschochs, Aristotelis Saflanis
Copywriter Marc Steinberg
Released December 2009

Credits & Description

Category: Best Use of Magazines
Date of First Appearance: Dec 17 2009 12:00AM
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Toygar Bazarkaya (BBDO Düsseldorf)
Creative Director: Carsten Bolk (BBDO Düsseldorf)
Art Director: Aristotelis Saflanis (BBDO Düsseldorf)
Art Director: Milena Hirschochs (BBDO Düsseldorf)
Copywriter: Marc Steinberg (BBDO Düsseldorf)
Print Production: Bernhard Burg (BBDO Düsseldorf)
Account Executive: Anika Dinter (BBDO Düsseldorf)
Media placement: Print ad (double page) - PRINZ Düsseldorf - 17 December 2009

Results and Effectiveness
The ad caused many, almost exclusively positive reactions, an increase in the number of website-hits and a higher interest in information brochures.

Creative Execution
We are using a teaser/follow-up-format to create awareness for this threat to everybody in an eye-catching way. A punched-out birth date (*01.11.80) on the first page arouses attention with the line “You are only born once”. Turned over, the backside of this page gives a surprising and shaking-up up solution: looking at the “mirror-image” of the birth date it has now become a death date (08.11.10) – marked by a little cross in front of the numbers - dramatically illustrating how fast a life can be over without using protection against HIV. The text line “Schütz dich mit Kondomen” (Protect yourself by using condoms) completes the warning and establishes the connection to the logo of AIDS-Hilfe (Aids help) Düsseldorf.

Insights, Strategy & the Idea
The number of HIV infections has increased again. HIV just isn’t as top of mind as it was some years ago. Sex is alarmingly often practised without any protection, leading to, in the worst case, the unnecessary shortening of peoples’ lives.