Onusida: VER PARA ENTENDER

Credits & Description:

Advertiser: ONU SIDA
Agency: BBDO GUATEMALA, OMD GUATEMALA
Category: Best Low Budget Campaign
VP Creative: Diego Lanzi (BBDO)
Art Director: Jorge Pineda (BBDO)
Director: Marcelo Leva (Max Films)
CEO: Santiago Londoño (OMD)
Audio: Alejandro Davila (Max Films)
Post Production: Edmundo Landaverde (Max Films)
COO: Marcelo Alvarez (BBDO)
Creative Director: Rodrigo Costas (BBDO)
Creative Director: Héctor Cruz (BBDO)

Execution
We used the whole budget to create 500 glasses and information kits that we distributed between the ONU SIDA volunteers network around the country. Asking only for them to share pictures of themselves wearing the glasses.In just a week we became a sucess in social networks with more than 3,000 pictures shared and over an hour of live broadcast time in both TV and Radio.A few days later the action had crossed borders and ONU SIDA offices around the globe were asking for glasses.The total budget for all action only $ 2000 (US Dollars)

Client Brief Or Objective
In Guatemala there are about 200,000 people infected with aids.60% of those people avoid treatment or keep it a secret for fear of discrimination and social rejection, even though this means putting their lives at risk. ONU SIDA needed to make society see the problem, and let the infected people know that they were not alone.But we had a budget of only $2,000.

Outcome
Even famous artists joined the cause.The action gained so much attention that Yahoo donated a Facebook app for free.We gained 1 million dollars in free press.We reached more than 400,000 people on social networks.In just a month we ran out of glasses but the most important optical store in the country was interested in creating free batches of glasses.And best of all, is that we created a new social fashion trend that invites people to see AIDS without prejudice and without fear.

Implementation
In a world where millions of photos and videos are shared daily, we created something that could bee seen on any picture.We used the whole budget to create 500 glasses and information kits that we distributed between the ONU SIDA volunteers network around the country. Asking only for them to share pictures of themselves wearing the glasses.