Finnish Aids Council: FACEBOOK IN YOUR PANTS

Credits & Description:

Type of entry: Sectors & Services

Category: Public Sector

Advertiser: FINNISH HIV COUNCIL

Product/Service: HIV AWARENESS

Agency: McCANN WORLDGROUP HELSINKI, FINLAND



Creative Director: Jyrki Poutanen (McCann WorldGroup Helsinki)

Creative Director: Timo Silvennoinen (McCann WorldGroup Helsinki)

AD: Jyrki Poutanen (McCann WorldGroup Helsinki)

Copywriter: Timo Silvennoinen (McCann WorldGroup Helsinki)

Graphic Designer: Kari Mikkonen (McCann WorldGroup Helsinki)

Graphic Designer: Piia Seppälä (McCann WorldGroup Helsinki)

Graphic Designer: Kim Takala (McCann WorldGroup Helsinki)

Graphic Designer: Joni Lyytikäinen (McCann WorldGroup Helsinki)

Producer: Yrjö Haavisto (McCann Worldgroup Helsinki)

Producer: Jyrki Poutanen (McCann WorldGroup Helsinki)

Petteri Lillberg (McCann WorldGroup Helsinki)

Director: Ragnar Jansson (Ragnar Jansson Productions)

Animation: Sami Syrjä (Fake Graphics Helsinki)

Sound: Marko Nyberg ()

Post: Markus Johnson (Post Control)

Eric Ericsson ()

Patrik Brodin ()

Regina Törnwall ()

Husky Rescue ()



Describe the campaign/entry

FACEBOOK IN YOUR PANTS - Sex ed for the 21st century



We knew that awareness is raised and the target group is best reached via social media. So we chose a viral video -approach.



We assumed that when constructing a message for the young and sexually care-free first world audience to relate to, we should.



- adapt the visual incentive/modus operandi from the medium itself

- create first wave discourse by seemingly 'objectifying' women

- further influence achieved conversation by 'objectifying' men also

- still expand the conversation by making the man 'sluttier'



Our tactics resulted in precisely the kind of conversation we aimed for:

Increasing HIV infection risk based on the amount of sexual partners.



We achieved over 3 million loads globally on Vimeo and YouTube, over 5000 media hits worldwide, passionate opinion exchange on such forums as Facebook, Twitter, Newsweek, Fast Company, Huffington Post, Buzzfeed and various lifestyle and health blogs.



The above viral success earned us two weeks of free advertising air-time the nations largest TV-network MTV3 and four consecutive print-releases of the idea on the nations largest lifestyle magazine IMAGE.



We're now among the top results when Googling with the most popular search terms, ‘sex’ and ‘Facebook’ (image search).



Describe the brief from the client

To remind people of the importance of safe sex in these social media times.







Results





Our tactics resulted in precisely the kind of conversation we aimed for:

Increasing HIV infection risk based on the amount of sexual partners.



We achieved over 3 million loads globally on Vimeo and YouTube, over 5000 media hits worldwide, passionate opinion exchange on such forums as Facebook, Twitter, Newsweek, Fast Company, Huffington Post, Buzzfeed and various blogs.



The above viral success earned us two weeks of free advertising air-time the nations largest TV-network MTV3 and four consecutive print-releases of the idea on the nations largest lifestyle magazine IMAGE.



We're now among the top results when Googling with the most popular search terms, ‘sex’ and ‘Facebook’ (image search).



"The AIDS Council of Finland draws you in with sex, and then jars you using Facebook 'Places" as a creative linchpin (Penis-pin? Sorry). The spots are quite effective"

- Newsweek



"AIDS Council PSAs Use Foursquare Reference Brilliantly To Sell Safe Sex"

- Huffington Post







Execution





We made two beautiful and distinctive films, that draw you in with sex, and then jars you using Facebook Check In image as a creative linchpin.







The Situation





The HIV Foundation doesn't have too much (almost none at all) money to spread their important safe sex message. So we had to do something that would spread itself.







The Strategy





We knew that awareness is raised and the target group is best reached via social media. So we chose a viral video -approach.



We assumed that when constructing a message for the young and sexually care-free first world audience to relate to, we should.



- adapt the visual incentive/modus operandi from the medium itself

- create first wave discourse by seemingly 'objectifying' women

- further influence achieved conversation by 'objectifying' men also

- still expand the conversation by making the man 'sluttier'