KUK FA CHA

TitleKUK FA CHA
BrandAIDS CONCERN
Product / ServiceHIV STATUS CHECK
CategoryB03. Use of Exhibitions / Installations
EntrantHAVAS WORLDWIDE HONG KONG , HONG KONG
Idea Creation HAVAS WORLDWIDE HONG KONG, HONG KONG

Credits

Name Company Position
Kenneth Tung Havas Worldwide Hong Kong Group Creative Director
CC Tang Havas Worldwide Hong Kong Chief Creative Officer, Greater China
Rachel Lo Havas Worldwide Hong Kong Associate Creative Director
Anson Cheng Havas Worldwide Hong Kong Art Director
Agnes Ho Havas Worldwide Hong Kong Copywriter
Sam Chow Havas Worldwide Hong Kong Assistant Art Director
Kaima Ng Havas Worldwide Hong Kong Account Director
Regine Tsui Havas Worldwide Hong Kong Group Account Director
Ellie Liu Havas Worldwide Hong Kong Senior Account Executive

The Campaign

AIDS Concern acts as a flip side to talk to MSM community in a positive, healthy yet light-hearted approach to remove the long-built hindrance among the gays: Get rid of the taboo, Get an Early Check! 1. Re-form HIV status check to a normal, casual body check like regular ones We provoke early check for reaching a complete peace of mind with a friendly slogan - “Get an Early Check” and turn HIV check-up as a healthy, positive and responsible action among the MSM group. 2. Give the “Check” an easy and friendly recall Taking Chrysanthemum as a common jargon representing MSM community, we create the term “Kuk Fa Cha” as the key recall. It is a strong verbal hook carrying a dual-meaning, which 1) It is the Cantonese pronunciation of “Chrysanthemum Tea”, and 2) is also a friendly jargon to encourage MSM groups to take an early HIV status check.

Creative Execution

1. Promote Kuk Fa Cha in a light-hearted way We repackage the HIV prevention safe sex kit to a nicely-looking pack like “Chrysanthemum Tea“ outer box to ease MSM community’s resistance to get safe sex kit samples. MSM community can get the kit from the Kuk Fa Cha vending machine for free condoms, sex Lubricant, and be educated with safe sex knowledge & HIV check-up procedures with a real fun experience 2. Set-up targeted experiential tours to encourage fearless talk We spread the ‘Get An Early Check’ message via an experiential “Kuk Fa Cha” tour at bars/ gay pride parade, create them a stigma-free environment to understand and discuss AIDS-related topics, soften resistance and rebuild positive attitude towards HIV check-up 3.Social media to build Positive Relationship We initiated “Friendly Buddy Chats” on famous social gay apps (i.e. Jack’D and Grindr) to create greet-and-chat conversations to answer inquiry about AIDS-related issues

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

Inspiring success was received to impress MSM community and triggered their action to “Get an Early Check: 1. Encouraging response and engagement - Over 100,000 impressions generated from targeted MSM community - Over 10,000 participations and engagements in tours - More than 2,000 HIV status online self assessment completed, 20X increase compared to the average monthly online assessment completion - Over 250% increase in monthly HIV status check-up registrations, 5X exceeding the campaign’s preset KPI 2. Flipped to a positive attitude towards HIV Check Inspiring feedbacks from tour participants and positive replies from social media were received. To quote a few: “The Kuk Fa Cha pack received in bar is cute, I should not be that worried at getting a check” – comment from fans of Men2Men facebook fanpage “I took the test after watching the Get an Early Check online video” – questionnaire comment from an anonymous Test taker

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

Being different and innovative from adopting the usual threatening communication approach, AIDS Concern’s “Kuk Fa Cha” campaign talks to MSM community for removing MSM community’s long-term fears concerning over HIV check-ups. The campaign matches the category’s core essence and successfully flipped the way of how MSM community view about HIV topics - from seeing it as an embarrassing & sensitive taboo, to realizing HIV checking should actually be seen as a necessary, normal & healthy body check to protect themselves and their beloved.

Identify the Core Target Segment: MSM community aged above 25, who are active at high-risk sexual behavior & had at least once unprotected anal intercourse (UAI) and never take any HIV check-ups. They have been in long-term fear of knowing their HIV status because of ignorance and do not want to be negatively labeled. They hold strong perception that HIV status test is discriminative to gay men only, and the check is viewed as symbolizing gay men would get HIV+ more easily than heterosexuals. We penetrate very targeted communication in high reach to the MSM community, via a mix of two key social channels: 1. Digital social – engaging channels where MSM community are highly active 2. Real life social – entering into MSM community’s life