|Product / Service||HIV TESTING CAMPAIGN|
|Category||C01. Use of Digital Platforms|
|Entrant||DENTSU 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|
|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|
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.
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.
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.
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.