Mumbai District AIDS Control Society Promo, Case study BACK TAGGING by Dialogue Factory

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Industry HIV/AIDS
Media Promo & PR, Case study
Market India
Agency Dialogue Factory
Released December 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: MUMBAI DISTRICT AIDS CONTROL SOCIETY
Product/Service: WORLDS AIDS DAY
Agency: DIALOGUE FACTORY
Date of First Appearance: Dec 1 2010
Entrant Company: DIALOGUE FACTORY, Mumbai, INDIA
: Dalveer Singh
: Prash Gaikwad
: R.Varadarajan
: Meenal Brahmane
Production House: NOCTURNAL PRODUCTIONS
Media placement: Ambient - Public modes of transport (local trains & buses) - 1st December 2010

Insights, Strategy & the Idea
The objective for this year’s WORLD AIDS DAY campaign was to reach out to migrant workers in Mumbai (India) and raise awareness about condom usage to fight HIV/AIDS.

As opposed to popular perception, the surprising finding was that most people indulging in risky sexual behaviour knew about HIV. However, they genuinely believed it wouldn’t happen to them. So we delivered the message by piggybacking on simple things that people never expect will happen to them.

The solution also needed to reach a highly scattered target group with efficiency. To get the message across to maximum people keeping the tight budgets in mind, we chose to focus the activity across their most commonly used modes of transport – Mumbai’s local trains & BEST buses.

Creative Execution
For maximum impact, we involved the audience to communicate that HIV can infect anyone who is careless and unguarded. So in the overcrowded madness of a local train, we stuck stickers on unsuspecting commuters’ backs that said, "HIV can catch you anytime. You won't even know. Use condoms." The person with the sticker walked away completely unaware. Yet, he was instrumental in communicating to people around him that this is exactly how HIV spreads!

Results and Effectiveness
The activity was unique because this was the first time that something like this had been attempted with an unprepared and unpredictable audience. The campaign got people to sit up and notice because it surprised them, they saw AND demonstrated how HIV/AIDS can happen to anyone.

The activities surprised and amused people. The approach left them involved, engaged and with verbal currency to pass on. The idea reached a 100,000+ Mumbaites and left them with a readymade story. That’s what got them talking and carried the message way further than any paid media could.