#STAYNEGATHIVE

Title#STAYNEGATHIVE
ClientLOVEYOURSELF PHILIPPINES
Product / ServiceHIV TESTING CAMPAIGN
CategoryB01. Education & Awareness (incl. Fundraising and Advocacy)
EntrantDENTSU JAYME SYFU Makati City, THE PHILIPPINES
Idea Creation DENTSU JAYME SYFU Makati City, THE PHILIPPINES
Media DENTSU JAYME SYFU Makati City, THE PHILIPPINES
PR DENTSU JAYME SYFU Makati City, THE PHILIPPINES
Production DENTSU JAYME SYFU Makati City, THE PHILIPPINES

The Campaign

But HIV can be part of anyone’s story. And in 2015, Loveyourself, a small non-profit organization which offers free testing, sought to get this message across.

Creative Execution

With a simple script we infected the most popular articles and sites, adding an “H” to any word with the letters “IV” or a “V” to any letter sequence of “HI”.

In effect, a single article could contain over 20 typos reading “HIV”. We utilised influencer tweets in the same way and even allowed people to HIVfy any site simply by inputting its url. And as they scrolled to comment about the typos, the message hit them, HIV could be part of anyone's story. The link then led them to information on how to get free testing, counselling and even connect to an entire community for support.

Though majority of Filipinos ignored the disease, we utilized one thing people couldn’t ignore online: TYPOS.

Credits

Name Company Position
Merlee Jayme Dentsu Jayme Syfu Chief Creative Officer
Louie Sotto Dentsu Jayme Syfu Executive Creative Director
Jerry Hizon Dentsu Jayme Syfu Executive Creative Director
Biboy Royong Dentsu Jayme Syfu Creative Director
Therese Liboro Dentsu Jayme Syfu Copywriter
Cesca Veneracion Dentsu Jayme Syfu Art Director
Dominique De Leon Dentsu Jayme Syfu Digital Producer
Tabbi Tomas Dentsu Jayme Syfu Social Media Manager
JR Ignacio Dentsu Jayme Syfu Chief Technologist/Programmer
Archie Gelonga Dentsu Jayme Syfu Programmer
Diday Alcudia Dentsu Jayme Syfu Stategic Planner
Carlo Ople Dentsu Jayme Syfu Managing Director
Alex Syfu Dentsu Jayme Syfu Chief Relations Officer
Gabbie Santiago Dentsu Jayme Syfu Account Director
Carlo Perlas Tower of Doom Producer
Clarence Fajardo Tower of Doom Editor
Links
Website URL   |   Website URL