Loveyourself: #Staynegathive [image]

Credits & Description:

Company Entering: Dentsu Jayme Syfu, Manila
Brand: Free Hiv Testing
Advertiser: Loveyourself
Brand: Love Yourself
Agency: Dentsu Jayme Syfu, Manila
Chief Relations Officer: Alex Syfu
Chief Creative Officer: Merlee Jayme
Executive Creative Director: Louie Sotto/Jerry Hizon
Creative Director: Biboy Royong
Copywriter: Therese Liboro/Louie Sotto
Art Director: Biboy Royong/Cesca Veneracion
Technologist: Jr Ignacio
Programmer: Jr Ignacio/Archie Gelonga
Account Director: Gabbie Santiago
Social Media Manager: Tabbi Tomas
Strategic Planning Director: Diday Alcudia
Digital Producer: Dom De Leon
Film Production Company: Tower Of Doom, Manila
Executive Producer: Carlo Perlas
Post-Production Company: Tower Of Doom, Manila
Editor: Boogs San Juan
English Context Explanation: http://www.hivfy.com/
Synopsis:
In just 6 years, HIV cases in the Philippines grew by a whopping 1038%, leading the World Health Organization to identify it as having the fastest growing AIDS epidemic in the world. The problem: people weren’t getting themselves tested. But HIV can be part of anyone’s story. In 2015, Love Yourself, a small non-profit organization which offers free testing, sought to get this message across. How? Though majority of Filipinos ignored HIV, there was one thing people couldn’t ignore online: TYPOS. The campaign was launched in Rappler.com, the country’s most popular news site known for its accuracy in news and grammar. With a simple script, the most popular articles and sites were infected. An “H” was added to any word with the letters “IV”, or a “V” to any letter sequence of “HI” creating typos reading “HIV”. As readers scrolled to comment about the typos, the message hit them - HIV could be part of anyone’s story. In less than a week, the campaign garnered over 50 million impressions and $500,000 in earned media. Most importantly, Love Yourself reported a 60% rise in the number of people tested, making 2015 the year with the highest testing rate in its history.