HIV CONDOM INSTALLATION for HEROES PROJECT

Adsarchive » Promo , Case study » HEROES PROJECT » HIV CONDOM INSTALLATION

HIV CONDOM INSTALLATION

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers, HIV/AIDS
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: HEROES PROJECT
Product/Service: AIDS AWARENESS PROJECT
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Ian Gabaldoni/Richard Baynham (JWT)
Copywriter: Richard Baynham (JWT)
Art Director: Ian Gabaldoni (JWT)
Producer: Toby Clifton (JWT)
Art Buyer: Toby Clifton (JWT)
Account Manager: Ian Gabaldoni/Richard Baynham/Toby Clifton (JWT)
Media placement: Ambient Installation - Mumbai CST (Central Train Station) - 3.8 Million Visitors Daily - Eve Of World Aids Day-30/11/09

Summary of the Campaign
The Problem: 2.3 million people in India are living with HIV/AIDS, and the infection rate is rising. Our message: Condoms help prevent the spread of HIV/AIDS. There’s a huge cultural barrier however- talking about condoms in India is taboo. Our challenge: To communicate in a way that would get everyone talking about condoms. The Execution Internationally renowned artist Jason Hackenwerth created a giant installation of the HIV virus made from thousands of condoms. Launched on the eve of World Aids day by Officials from the UN, Indian Government and Bollywood stars, in Mumbai’s main train station where 3.8 million people pass through daily. When the condoms deflated, the virus appeared to be destroyed. The Result So controversial it made the front page of The Times of India, The Mumbai Mirror and The Asian Age. Total newspaper coverage reached over 23.3 million readers, with TV news items seen by a combined audience of over 40 million. Heroes Project achieved their aim: India started talking about condoms.

The Goal
The objective of the campaign was to create so much attention that the issue of condoms could no longer be ignored. To be successful we had to provoke debate, gain public awareness and get India talking about condoms. Our target audience was India’s sexually active adult population. No new research was commissioned due to the need to manage our tiny budget in the most effective way. However we were able to draw upon UNICEF information relating to the increasing incidence of HIV/AIDS infection rates in young adults and existing Heroes Project data from many years of working closely with the Indian Government body, NACO, to tackle HIV/AIDS in India.

Results
So controversial it made front-page headlines before it was even launched. It made the front page of The Times of India, The Mumbai Mirror and The Asian age together with articles in many other newspapers with a combined circulation of over 23.3 million It made over 30 websites and numerous web video news articles. Karan Johar (India’s biggest film director) Tweeted about his involvement to his following of over 165,000 on Twitter. It was reported by CNN and became a prime time news item on many other channels such as DD10, Saam Marathii, NDTV and News 9, reaching a combined audience of over 40 million All from a budget of less than $50,000. And Heroes Project achieved their aim: India started talking about condoms.

Execution
We commissioned internationally renowned artist Jason Hackenwerth to create a giant installation, over 30 feet high, of the HIV virus made from thousands of condoms. He flew from New York to create this unique installation in situ. The condom sculpture was positioned outside Mumbai’s Chatrapati Shivaji Terminus (the main train station) for maximum visibility and impact. A controversial and provocative act in a country that won’t even talk about condoms, railway officials tried to ban it before the government intervened. 3.8 million people pass through the station daily and were able to experience this first hand. The installation was unveiled on the eve of World Aids day by Officials from the UN, the Indian Government and Bollywood stars. Then, as the condoms deflated, they became a metaphor for destroying the virus.

The Situation
This innovative installation was created for Heroes Project, a charity founded in 2004 by Mrs Parmeshwar Godrej, that is at the forefront of fighting HIV/AIDS in India and works closely with the government body, NACO. The problem is that 2.3 million people in India are living with HIV/AIDS, and the infection rate among the young is still rising. Our message was that condoms help prevent the spread of HIV/AIDS. In addition, our unique insight was that there’s a huge cultural barrier to overcome: Talking about condoms in India is taboo.

The Strategy
Our strategy was to communicate that condoms help prevent the spread of HIV/AIDS in a way that could not be ignored. To maximize the impact of a budget of less than $50,000. We wanted to provoke and educate the public and provoke debate. We wanted as many people as possible to experience something that they couldn’t fail to talk about and have a level of controversy and relevance that attracted countrywide media interest.