|Title||TEXT FROM YOUR EX|
|Product / Service||AIDS CONCERN|
|Category||B02. Clinics, Hospitals, Retail & Facilities|
|Entrant||TBWA\HONG KONG Hong Kong, HONG KONG|
|Idea Creation||TBWA\HONG KONG Hong Kong, HONG KONG|
|Media||TBWA\HONG KONG Hong Kong, HONG KONG|
|PR||TBWA\HONG KONG Hong Kong, HONG KONG|
|Production||TBWA\HONG KONG Hong Kong, HONG KONG|
|Pauline Wong||TBWA Hong Kong||Business Director|
|Ashley Lee||TBWA Hong Kong||Account Executive|
|Gerald Tam||TBWA Hong Kong||Account Manager|
|Terence Ling||TBWA Hong Kong||Head of strategy|
|Esther Wong||TBWA Hong Kong||Executive Creative Director|
|Annie Loo||TBWA Hong Kong||Creative Director|
|Louis Fung||TBWA Hong Kong||Creative Director|
|Mikey Batt||TBWA Hong Kong||Associate creative director|
|Ronald Cheng||TBWA Hong Kong||Copywriter|
|So So||TBWA Hong Kong||Senior art director|
|Charlene Tsang||TBWA Hong Kong||Art Director|
|Anne Chan||TBWA Hong Kong||Head of production|
|Jan Cho||TBWA Hong Kong||General manager|
|Joe Choi||TBWA Hong Kong||Associate digital creative director|
|Brendan Ma||TBWA Hong Kong||Digital producer|
|Zoe Lin||TBWA Hong Kong||Digital producer|
|Gavan Yung||TBWA Hong Kong||Technical developer|
|Edward Law||TBWA Hong Kong||Digital designer|
AIDS Concern sent out an SMS that appeared to come from an ex who had recently discovered they might have HIV. This SMS was followed immediately by another SMS that revealed AIDS Concern as the source of the message, and provided a call-to-action that drove people to our microsite where they could make an immediate booking.
AIDS Concern created a microsite that allowed concerned friends and family to send TEXT FROM YOUR EX, SMS messages to at-risk individuals. After entering the number of the recipient, the message was then sent from an unknown number. 20 seconds later, a follow-up SMS was automatically sent to the recipient. This SMS revealed AIDS Concern as the source of the message, provided a link to our microsite to make a booking, and allowed recipients to pass the message on to other at risk.
Test bookings doubled from the previous year, setting a new record for AIDS Concern. The campaign led to 664 pieces of online coverage and reached more than 9 million people from $0 media spend.
When it comes to driving people to test for HIV in Hong Kong, many tactics have been tried over the years, including stereotyping and dramatising HIV victims. According to research from AIDS Concern, testing has increased over the last 20 years but that rate is not growing proportionately with the number of HIV cases that are emerging. With this campaign, AIDS Concern used a direct approach using SMS and mobile to get people to stop, consider, then take action and get themselves checked for HIV and encourage others to do so as well.
For most people in Hong Kong, HIV statistics have little impact on them. They are in constant denial that they or their loved ones could potentially become a victim of HIV infection. Based on testing surveillance data by AIDS Concern in 2015, the leading reasons to not get tested are claims of “no symptoms” (20%), psychological obstacles (21%), lack of awareness of this service (22%), and others (37%). The ungrounded fearlessness and ignorance of reality is causing an increasing HIV epidemic in Hong Kong. This calls for a need to educate people about the risks of HIV.