Mumbai District AIDS Control Society Direct HOT-LINE Dialogue Factory


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Sector HIV/AIDS (en)
Media Direct
Mercado India
Agencia Dialogue Factory
Publicado agosto 2011

Creditos y descripciones

Category: Public Health & Safety, Public Awareness Messages
Product/Service: AIDS AWARENESS
: Team Dialogue Factory
Media placement: Print Advertisments - MID-DAY, Yeshobhumi, Nawakaal, Loaksatta, Navbharat Times - 20th August, 2011
Media placement: Tissue Paper DM - 50 Bars - 20th August, 2011
Media placement: Loo Stickers - Public Loo - 20th August, 2011

Describe the brief/objective of the direct campaign.
A special IVRS line disguised as a phone-sex line was created to raise awareness about safe sex & HIV/AIDS in Mumbai.
Crippled by low budgets, we needed direct response ideas that would drive traffic to this IVRS line. The audiences being targeted were general public who indulged in risky sexual behaviour and often frequented such sex-lines.
In order to drive response, we used two channels. Firstly, we promoted our ‘sex’ line where actual phone-sex lines were usually promoted – and actively sought out by the audience. Secondly, we mapped the lifestyle of our audience and used disruptive communication tools that got immediate response.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We placed ads about our ‘sex’ line in newspaper classifieds. These blended in perfectly with other genuine phone-sex ads. Public urinals were plastered with ‘handwritten’ stickers promoting the number. This again looked perfectly natural among other similar ads and scribbles.
In Mumbai, both these places are used to publicise a lot of shady sex ‘services’.
We also placed customised tissue papers on tables of shady pubs in ghettos and slums. This is where a lot of people got drunk before having unsafe sex with female sex workers. The tissue had a ‘handwritten’ note with the call-in number and a special irresistible sign-off – a red lipstick mark.

Explain why the creative execution was relevant to the product or service.
The ‘handwritten’ fonts in public urinal stickers and tissue papers made them look authentic. People thought that an actual person had left them notes and eagerly called in.
The newspaper ad looked like the real thing and also highlighted the fact that our ‘sex-line’ was available at local call rates instead of the usual premium rates. This made people pick our number over others.
Such an approach had never been used to raise awareness about safe sex. Our audience was not limited to geography / socio economic indicators or any such conventional metrics. The unique idea worked beautifully to specifically target people who indulged in risky sexual behaviour.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within a very tight budget, this solution was both low on cost and high on impact. The simple idea managed to achieve the impossible given the Indian outlook to sex. Each response was completely voluntary in terms of both participation and propagation.
The campaign provided over 147 days of active response in a span of just 20 days.
There were 100,000+ calls in the first 15 days… that doubled to 200,000+ in just 5 more days!
The campaign went viral thanks to SMSes, social media and word of mouth. The Mumbai centric campaign ended up drawing calls from all telecom circles of India.