The brief
Sida’Sos is a non-profit organisation, created for and by young people. Its mission is to educate youngsters about the AIDS virus and sexually transmitted infections. Starting from a true dialogue, it helps them to change their mindset and to improve their behaviour, now and in the long term.
Our solution
We decided to convey our message in the same way as the disease spreads. We developed media carriers that can be transmitted unknowingly.
Our media campaign centered around 3 unexpected channels:
- Stickers on coins: hundreds of coins were distributed during events this summer, on festivals, and at the city ‘Apéros’, casual outdoor get togethers.
- Free Hug Stickers: at various events, people who enjoyed a good hug, carried a Sida’Sos sticker.
- Wrapping paper: An original and especially designed wrapping paper was created to wrap Christmas and New Year’s gifts. The paper contained a small message, cleverly repeated in the design. This information was only discovered when paying attention and looking at the wrapping paper up close.
The Results
There were more than 2000 wrapped gifts, 10.000 free hug stickers that got noticed by numerous people and more than 10.000 coins with a sticker that were put in circulation. Even now, the coins keep on changing owners, while having reached more than 1.000.000 people already... And this number is still increasing! Thanks to these actions, Sida’Sos performed, on average, 25% more tests.
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