Aides Design & Branding SEXY FINGERS J. Walter Thompson Paris


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Sector HIV/AIDS (en)
Media Design & Branding
Mercado Francia
Agencia J. Walter Thompson Paris
Executive Creative Director Ghislain De Villoutreys Et Olivier Courtemanche
Art Director Elodie Matyjasik
Illustrator Jean-Michel Tixier
Publicado julio 2011

Creditos y descripciones

Category: Online Digital Design
Advertiser: AIDES
Product/Service: RAPID HIV TESTING
Agency: JWT
Executive Creative Director: Ghislain De Villoutreys (JWT Paris)
Art Director: Elodie Matyjasik (JWT Paris)
TV Production: Charlotte Saint-Paul (JWT Paris)
Illustrator: Jean-Michel Tixier
Music: Flairs
Production: - (Frenzy Paris)
Website Development: - (Anonymous)
Account Director: Michael Bernier (JWT Paris)
Sound: - (Schmooze)
Media placement: Website - Internet - 19 July 2011
Media placement: Dailymotion - Video - 19 July 2011
Media placement: Youtube - Video - 19 July 2011
Media placement: Android App - Android Market - 19 July 2011

Describe the brief from the client
1 in 4 people infected with HIV doesn't know it, and 50% of transmissions come from people who are most infectious to others immediately after they've been infected, medical experts say.

Rapid HIV testing differs from conventional HIV testing in that it allows:
- results of the test to be ready in 5 to 30 minutes
- HIV testing, counselling, and referrals can be done in 1 visit by AIDES activists.

How to promote the new HIV rapid testing?

Describe the challenges and key objectives
AIDES maintains "to get tested must become a gesture as familiar and convivial as talking about sex between friends, or (buying) food. Rapid testing is ideal for all those which are directly concerned with the epidemic and find the current testing unsuited for them: gays, young adults, sex pros, drug users …”

AIDES wanted the campaign to erase the scary side of HIV testing. The campaign should be fun, and inspire people to get information about the new HIV rapid testing, in order to get tested.

Describe how you arrived at the final design
It only takes a finger to get it done,… and to administer a rapid AIDS test by sampling a drop of blood on top of your fingertip, with result in less than 30 minutes.

To bring this simple concept to life, we imagined 'Sexy Fingers', a sexy and hot campaign that’ll groove for the summer.

Let your fingers get busy, and play. And get all the links to information on AIDS and the new HIV rapid testing centres managed by the AIDES team throughout France.

Give some indication of how successful the outcome was in the market
- The news of the new detection test featured in all big French media
- Sexy Fingers featured on more than 200 blogs worldwide
- More than 500,000 unique visitors on the website
- Almost 700,000 views on YouTube, and more than 1m all videos platforms together (YouTube, Dailymotion, Vimeo, etc.)
- +300% fast detection tests in France, in 6 months

All for a media budget of €0.