Results and Effectiveness

The target audience got the message that they need to be cautious in their sexual behaviour and use protection every single time. Over 7,000 people saw HIV-art over the 3 weeks at some of Mumbai's finest galleries. The media reported it, and word-of-mouth made it even more famous. In personal interviews that were randomly conducted with people who had visited the galleries, over 72% of the respondents said that there was a marked difference in their own attitude towards casual sex.

Creative Execution

In public Art Galleries and Art Cafes across Mumbai, we put up HIV ART alongside other art pieces. HIV ART is aesthetically-framed, electron-microscope images of the HIV virus and the beautiful patterns that are inherent to it. Unsuspecting patrons admired the pictures (not realising that it was the HIV virus they were looking at), till they read the message below that urged them to not trust beautiful looks and always use protection. Word of mouth and extensive reporting in the media made HIV-art even more popular.

Insights, Strategy and the Idea

ARCON is a government-run organisation involved in research and control of AIDS in India. ARCON aims at spreading AIDS awareness through highly targetted communication. This particular idea was aimed at the art-loving and creative minority who throng art exhibitions and art galleries. The insight was that people of this particular group were prone to promiscuity and risky sexual behaviour. One-night stands and relationships without strings attached were more common in this group. Hence, it made sense for ARCON to communicate to this particular target group at art galleries.