Associazione Onlus Sieropositivo Promo, Case study THE CASTING by TBWA\ Milan


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Industry Charities, Foundations, Volunteers, HIV/AIDS
Media Promo & PR, Case study
Market Italy
Agency TBWA\ Milan
Director Valentina Bertani
Creative Director Hugo Gallardo Dominguez
Art Director Moreno De Turco, Luciano Marchetti
Copywriter Mirco Pagano, Stefano Cucinotta
Released December 2011

Credits & Description

Category: Charity and Not for Profit
Product/Service: WORLD AIDS DAY 2011
Executive Creative Directors: Nicola Lampugnani (TBWA Italia)
Executive Creative Directors: Francesco Guerrera (TBWA Italia)
Creative Director: Hugo Gallardo Dominguez (TBWA Italia)
Art Director: Moreno De Turco (TBWA Italia)
Art Director: Luciano Marchetti (TBWA Italia)
Copywriter: Stefano Cucinotta (TBWA Italia)
Copywriter: Mirco Pagano (TBWA Italia)
Creative Director Digital: Michele La Fiandra (TBWA Italia)
Senior Digital Creative: Luca Sala (TBWA Italia)
Project Manager Digital: Sara Novellino (TBWA Italia)
Front End Developer: Nicoletta Piccinini (TBWA Italia)
Front End Developer: Chiara Villotta (TBWA Italia)
Executive Producer: Roberta Gigi (The Family Kids)
Director: Valentina Bertani (The Family Kids)
Actor/Casting Director: Ettore Nicoletti (The Family Kids)
Testimonial: Luca Lucini
Media placement: Http:// - Website - 17 November 2011
Media placement: Http:// - Fan Page Facebook - 17 November 2011
Media placement: Http:// - Youtube Channel - 17 November 2011
Media placement: Street Casting - Outdoor - 24 November 2011
Media placement: Http:// - New Website With Video - 1 December 2011

Summary of the Campaign
- Speak to youths about AIDS during the World AIDS Day.

- Young people do not listen to anyone about aids.

- Young people only listen to themselves. Make young people talk to young people.

- Involve youths in a casting where they can give us the response that we need and record their reactions.

- 130% more visits recorded on the Sieropositivo website, where we post the video with their reactions.

The Situation
For some reason, in Italy the media doesn’t talk much about aids,
So people, and particularly young people, think the virus is not a threat anymore. Moreover there’s a problem. The most part of youths do not listen to the information on the matter. Actually, young people do not listen to anyone. Except themselves.

The Goal
Find an effective way to talk about aids to youths during the world aids day, with a very low budget.

The Strategy
- Catch youths' attention, involving them in a street casting for their favourite director's movie.

- Recording their reactions to our shocking question and make our campaign with these answers.

We have involved a famous Italian director (Luca Lucini), who made successful movies among young people. We announced the launch of the movie with his help. On the web page we announced an upcoming street casting to find the main characters. Several blogs about cinema and entertainment spread the news. On the Facebook page we informed people about casting, announcing the 1st of December as the date for revealing the protagonists. In the meantime casting started. Many would-be actors arrived.
But we did not find our protagonists, because no one said yes. On the 1st of December we've published a video with their answer to our question.

Documented Results
During the world aids day we managed to make our voices heard.
130% more visits to the Sieropositivo website.
More than 100 articles in Italy and around the world.
Over 20,000 activities on the website and on social networks