| Title | AIDS MASK |
| Brand | OJUS MEDICAL INSTITUTE |
| Product / Service | SWINE FLU & AIDS PREVENTION |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | GREY WORLDWIDE INDIA Mumbai, INDIA |
| Entrant Company: | GREY WORLDWIDE INDIA Mumbai, INDIA |
| Advertising Agency: | GREY WORLDWIDE INDIA Mumbai, INDIA |
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 |
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.
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.
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.