AIDS MASK

Short List
TitleAIDS MASK
BrandOJUS MEDICAL INSTITUTE
Product / ServiceSWINE FLU & AIDS PREVENTION
CategoryB05. Public Service, Charity & Fund Raising
EntrantGREY WORLDWIDE INDIA Mumbai, INDIA
Entrant Company:GREY WORLDWIDE INDIA Mumbai, INDIA
Advertising Agency:GREY WORLDWIDE INDIA Mumbai, INDIA

Credits

Credits

Name Company Position
Shalini Dam Grey Worldwide, India National Creative Director
Rohit Malkani Grey Worldwide, India Executive Creative Director
Bhavesh Kosambia Grey Worldwide, India Associate Creative Director
Avinash Rebello Grey Worldwide, India Creative Group Head
Arun Ganesh Grey Worldwide, India Copywriter
Yogesh Khairnar Grey Worldwide, India Art Supervisor

Results and Effectiveness

It was a time when the mask was the most sought after method of precaution from swine flu. People were ready to shell out any amount of money to buy a mask. Therefore, the free mask distribution activity generated phenomenal response among the people of the city. People were already flocking towards the Ojus representatives, for their free masks. But, it was the unlikely placement of the message on the mask that took them by surprise. Some of them smiled, some read it aloud, some showed it friends. It, basically, got them all thinking. About AIDS, about condoms, about life.

Creative Execution

The solution came in the form of a swine flu mask, but with an appropriate message: "126 people succumb to swine flu and you wear a mask. 25 million have died of AIDS. Do you use condoms?" We printed this message on swine-flu masks and distributed them for free, across the city of Mumbai.

Insights, Strategy and the Idea

In August, 2009 India was grappling with Swine Flu. The dreaded disease had claimed about 126 lives, till that time. But there was also a disease that had already claimed more than 25 million lives in the last 25 years. Therefore, we decided to reawaken the need for awareness about AIDS, while also provide protection from swine flu.