FRIEND REQUEST by Saatchi & Saatchi Warsaw, Walk PR for Red Cross

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FRIEND REQUEST

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Industry HIV/AIDS
Media Promo & PR, Case study
Market Poland
Agency Saatchi & Saatchi Warsaw
Creative Director Max Olech
Art Director Wojtek Pakier
Copywriter Kamil Majewski, Michal Pawlowski
Editor Filip Bartold
Agency Walk PR
Released November 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: POLISH RED CROSS
Product/Service: HIV PREVENTION
Agency: SAATCHI & SAATCHI POLAND
Agency: WALK PR
Creative Director/Art Director: Piotr Chrobot (Saatchi & Saatchi Poland)
Creative Director: Max Olech (Saatchi & Saatchi Poland)
Copywriter: Kamil Majewski (Saatchi & Saatchi Poland)
Art Director: Wojtek Pakier (Saatchi & Saatchi Poland)
Copywriter: Michal Pawlowski (Saatchi & Saatchi Poland)
Photographer/Director: Bartek Pogoda (Bartpogoda.com)
Editor: Filip Bartold (Delapost)
Public Relations: Przemek Staniszewski (Walk PR)
Account: Jola Mazurek (Saatchi & Saatchi Poland)
Account: Aleksandra Monczak (Saatchi & Saatchi Poland)
Music: Stanislaw Kociolek (Saatchi & Saatchi Poland)
Music: Tomasz Kuczma (TJFK)
Sound Design: Kuba Pietrzak (Box Postproduction)
Production Manager: Anna Janicka (Saatchi & Saatchi Poland)
Production Manager: Joanna Kurcińska (Saatchi & Saatchi Poland)
Animation: Michal Adamczyk
Actress: Kasia Borowicz
Webdesign: Karol Góreczny (Saatchi & Saatchi Poland)
Webdesign: Piotr Jakubowski (Saatchi & Saatchi Poland)
Social Media Specialist: Bartek Kowalski
Media placement: Digital PR - Facebook - 14 Nov. - 1 Dec. 2011

Summary of the Campaign
Challenge:
80% of HIV infections in Poland are due to risky sexual contacts.
Almost half of people infected are less than 29-years-old.
According to estimations 70% of people infected are not aware of their situation.

Objectives:
Polish Red Cross briefed us to warn youth against having unprotected sex with strangers and encourage them to take a blood test for HIV.

Strategy:
As traditional forms of communication don't work, let's reach our target audience (men, age 16-30) where they live their second life: Facebook. Let's engage them by giving them the opportunity to virtually experience the possible consequences of risky sex.

Execution:
2 weeks before World AIDS Day we created a Facebook profile of a very attractive girl. This beautiful girl was sending Friend Requests to male Facebook users. If they confirmed her request, they would see a movie on her wall, showing their decision of confirming a stranger as an analogical situation in real life, but with fatal consequences of contracting HIV.

Results:
The campaign movie had over 2,000,000 views making it the most popular non-profit viral ever in Poland (there are 17m internet users in Poland).

43% more blood tests in the first month of the campaign compared to previous year (2293 in November 2010 versus 3,287 in November 2011).

1,300+ friend requests confirmed, including journalists.

3 publications in biggest national TV channels.

Earned media = €40,000

Why PR?:
-HIV seems to be marginal problem in media nowadays. We had to give media an interesting starting point for discussion about HIV prevention.
-0 media budget

The Situation
80% of HIV infections in Poland are due to risky sexual contacts.
Almost half of people infected are less than 29 years old.

According to estimations 70% of people infected are not aware of their situation.

Thanks to the wide use of condoms HIV seemed to be under control, but these numbers show that the situation is actually the opposite. Youth should be constantly educated about the danger, but traditional forms of communicating with them fail in this manner.

Polish Red Cross decided to reach youth, where they live their second life: Facebook.

The Goal
Short-term goal was to convince youth to take a blood test for presence of HIV.

Long-term goal was to convince youth to be more careful in choosing their sex partners.

Target audience was men aged between 16-30.

The Strategy
The 'use a condom' approach is very common in anti-HIV communication. We decided to tell youth something different.

Our strategy was to show youth, how easy it is to get infected and to shake their belief that 'it doesn't apply to me'. We decided to let them virtually experience the possible consequences of risky sex.

Our target group live their virtual life on Facebook. We based the idea on an analogy:

Confirming a Friend Request from a stranger and, by doing so, sharing with one our intimate data on Facebook profile can be compared to the real life situation of having an intimate sex relationship with someone we've just met and know nothing about.

The campaign was launched 2 weeks before World AIDS Day. We wanted our campaign to be a fresh topic for media on this day and, on the other hand, have enough time to create buzz.

Execution
We created a Facebook profile of a very attractive girl. She was sending Friend Requests to male users from our target. They had to decide whether to confirm or ignore her request, basing on her photo only. If they did, they could see the only post on her Wall there was: the movie, “Do you remember how we met?”.

The movie used the user's POV to show their incautious decision just taken on Facebook as a real life situation: meeting our heroine at the bar, being tempted by her beauty, ending up in an intimate relationship despite knowing almost nothing about her.

The final sex scene ended with: “She is HIV positive. Now you are too. Life is not Facebook. Don't accept invitations from strangers.”

The filmed linked to a campaign webpage, where users could get information on how and where to take a blood test.

Documented Results
In the first month of the campaign the amount of blood tests rose by 43% compared to previous year. (Nov 2010 = 2293 tests, Nov 2011 = 3287 tests).

Over 1,300 Facebook users confirmed the friend request from our heroine (including journalists). The users helped us to amplify the campaign by suggesting our heroine to their friends.

With no media budget, the campaign movie became the most popular non-profit polish viral ever with over 2m views (note that there are 17m internet users in Poland).

The movie was shared on Facebook by over 42000 users.

3 publications in biggest Polish TV stations (TVN, TVN24, TVP Info).

Radio publication in national station (Radio Kolor).

Articles on main page of most important Polish web portals (onet.pl, wp.pl)

Earned media of €40,000 value.

Campaign was commented on in foreign media and webpages in 150 countries and adapted by foreign Red Cross.