Emakina presents Sida’Sos unconventional campaign

Author: Brice Le Blévennec

AIDS is a gift we all want to avoid. To increase awareness of Belgians and motivate them to get tested, the advertising agency Emakina created a series of actions for Sida’Sos, using original, unconventional media.

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.

These three actions clearly raised awareness of the AIDS issue in Belgium, reaching over 1.000.000 contacts and increasing the number of people tested in the country by several thousands.


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