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.

Describe the success of the promotion with both client and consumer including some quantifiable results

In less than a week, the campaign had garnered over 50 million impressions and $500,000 in earned media. Most importantly though, Loveyourself had reported a 60% rise in the number of people tested, making 2015 the year with the highest HIV testing rate in our history.

Explain why the method of promotion was most relevant to the product or service

This digital execution brought to life the idea that HIV can appear in anyone's story in a direct and personal approach. It also enabled them to spread the message by customizing sites of their choosing increasing the shareability and virality of the idea.

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