The National Hiv council: F**K TREE by Starcom Stockholm for The National Hiv council

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Industry Public awareness, HIV/AIDS
Media Promo & PR
Market Sweden
Agency Starcom Stockholm
Director Mikael Marcimain
Art Director Emma Eriksson
Copywriter Claes Kjellstrom
Client Service Director Jonas Nyvang
Producer Johanna Jöhncke, Frida Askelöf
Photographer Hoyte Van Hoytema
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Social Media Marketing Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Social Media Marketing
Advertiser/Client: THE NATIONAL HIV COUNCIL
Product/Service: HIV & STD AWARENESS
Entrant Company: STARCOM SWEDEN Stockholm, SWEDEN
Media Agency: STARCOM SWEDEN Stockholm, SWEDEN

Account Director: Gustaf Sehlstedt (Le Bureau)
Art Director: Emma Eriksson (Le Bureau)
Producer: Johanna Jöhncke (Le Bureau)
Copywriter: Claes Kjellström (Le Bureau)
Copy Assistant: Johanna Alverbratt (Le Bureau)
Client Service Director: Jonas Nyvang (Starcom Sweden)
Digital planner: Christian Ullmark (Starcom Sweden)
Director: Mikael Marcimain (B-Reel)
Photographer: Hoyte van Hoytema (B-reel)
Producer: Frida Askelöf (Acne)
Client: Karin Ragesjo (Nationella HIV radet)
Client: Fredrik Abbemo (Nationella HIV radet)

Results and Effectiveness:
Over a million people used the F**K Tree. The campaign reached over 90% of the target group through earned, bought and owned media valued at over 2 million Euros.

The F**K Tree film was viewed over 1.25 million times and spread to 216 sites, with a high affinity in the target group. Our follow-up study showed that the proportion of young people who discussed the risk of getting sexually-transmitted-infections rose by 86%.

The proportion of young people who discussed the use of condoms increased by 47%. F**K Tree improved the attitude towards condom usage of young Swedes by 27%.
Creative Execution:
"When you have sex with somebody, you’re having sex with everybody they ever had sex with.”

We created a Web application called F**K Tree. The functionality is simple, meaningful and real-time: login via Facebook Connect, where you’re prompted to enter how many people you’ve had sex with.

The application generates a tree out of pictures of your Facebook friends—and their friends—to illustrate how many people you have statistically and potentially had sex with. Throughout the F**K Tree experience, participants received new knowledge about Swedish sexual habits in entertaining and meaningful ways.

To spread the F**K Tree experience further, we created a viral film with young Swedish celebrities showing how the F**K Tree works in real life, and we collaborated with a range of super bloggers with different audiences of varying sexual orientations.

Instead of telling people a message, we showed it to them. And by using the people they know and love, we made it personal.
Insights, Strategy and the Idea:
Even though awareness of sexually transmitted diseases is high in Sweden, only 56% of young adults aged 18-29 thought condoms were necessary during casual sex.

No surprise, then, that the spread of STDs (Sexually Transmitted Diseases) has risen at a rate of over 20% and HIV by 12% over the last two years.

Condom advertising in Sweden traditionally takes the route of scare tactics, and the target audience had become immune to them. In order to influence and actually change Swedish youths’ attitudes and behaviours, we had to be more than provocative. We had to get personal.

We had to seduce the minds of the target, to create advocates who would start spreading the word about safe sex on their own, among themselves.

So we turned to the ultimate platform for word of mouth: Facebook

The Promo / PR Ad titled The National Hiv council: F**K TREE was done by Starcom Stockholm advertising agency for product: Hiv & Std Awareness (brand: The National Hiv council) in Sweden. It was released in Jun 2011.