Advertiser: THE NATIONAL COUNCIL FOR STD AND HIV PREVENTION
Agency: ESTER
Category: Public Health & Safety, Public Awareness Messages
Copywriter: Emma Zetterholm (Ester)
Art Director: Marcelo Melo (Ester)
Production Manager: Anna Wennerström (Ester)
CEO: Roger Kempe (Ester)
Creative Director: Roger Kempe (Ester)
Implementation
To get people interested, we wanted to make it a little easier and more fun to remember Chlamydia Monday. So we invited a real live folk singer who sang reminder songs about the summer that was and why there may be good reasons to get tested. Through different media we invited people to our site, where they could choose among different reminder songs that they could pass on to everyone they had slept with. It was also possible to order personal reminder songs that the folk singer composed and sang live on the site. Once the songs had been sung, you could forward them on to whoever you had slept with, friends or just yourself through SMS or email.
Execution
With the help of personal and funny reminder songs we managed not only to get people interested in Chlamydia Monday, we also got them to act by making it easy for them to send the songs to people they’d slept with.
Outcome
In just a few hours during three live sessions no fewer than136 original and personal Chlamydia songs were composed, sung and broadcast. 23,500 people listened to the songs and the campaign went viral in everything from digital and social media to national newspapers and websites. With the help of personal and funny reminder songs we managed not only to get people interested in Chlamydia Monday, we also got them to act by making it easy for them to send the songs to people they’d slept with.
Client Brief Or Objective
In Sweden four people an hour are infected with Chlamydia. In the summer even more people are infected and it’s not always easy to spot the symptoms. To raise awareness of Chlamydia and encourage testing there is a national day for Chlamydia testing. A day when anyone can drop in at a clinic without an appointment and get tested for free. So we were commissioned by the National Council for STD and HIV Prevention to remind young Swedes about Chlamydia Monday on 10 September.