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MTV # FCKHIV
案例简介：概要 南非是世界上艾滋病毒感染率最高的国家。非政府组织一直在坚持不懈地抗击这种流行病，但遗憾的是，他们的信息似乎没有引起年轻人的共鸣。那么，我们如何让这个人口群体受到关注呢？在世界艾滋病日，MTV 发起了一场运动，敦促年轻人通过了解自己的状况来打破耻辱。MTV # FCKHIV 运动激励年轻人通过简单地改变通常用来接受测试的手指来 “给艾滋病毒中指”。我们没有使用食指，而是让年轻人切换到中指。 结果 竞选活动在 5 小时内获得了 680万次印象，在 9 分钟内成为头号热门话题，超出趋势 # WorldAidsDay。通过这项运动的成功，MTV 现在正与南非最大的艾滋病毒预防计划合作。 执行 12月通常标志着南非派对季节的开始。这是一个年轻人觉得需要大规模聚会的时候。这是发布我们信息的最佳时机，因为它恰逢世界艾滋病日。我们选择了 MTV 的动画艺术方向，并将其与一个名为 Gqom 的南非地下音乐流派融合在一起。然后，我们用鲜艳的颜色将精子人格化和动画化，为典型的艾滋病毒设计方法带来新的视角。 活动描述 通过测试给艾滋病毒中指。
MTV # FCKHIV
案例简介：Synopsis South Africa has the highest HIV infection rate in the world. NGO’s have been relentlessly fighting the epidemic, but sadly their messages don’t seem to resonate with the youth. So how do we get this demographic to pay attention? On world Aids Day, MTV launched a campaign to urge the youth to break the stigma by knowing their status. The MTV #FCKHIV campaign inspired the youth to “give HIV the middle finger” by simply changing the finger that is usually used to get tested. Instead of using the index finger, we asked the youth to switch to the middle finger. Outcome Campaign received 6.8 million impressions in 5 hours and became the no.1 trending topic in 9 minutes, out-trending #WorldAidsDay. Through the success of the campaign, MTV is now partnering with South Africa’s largest HIV prevention program. Execution December usually signals the beginning of the party season in South Africa. This is a time when the youth feel the need to go massive and party hard. It was the perfect time to launch our message as it coincided with World Aids Day. We took MTV’s animation art direction and fused it with an underground South African music genre called, Gqom. We then personified and animated sperm in vibrant colours to bring a new perspective to the typical HIV design approach. CampaignDescription Give HIV the middle finger by getting tested.
MTV #FCKHIV
案例简介：概要 南非是世界上艾滋病毒感染率最高的国家。非政府组织一直在坚持不懈地抗击这种流行病，但遗憾的是，他们的信息似乎没有引起年轻人的共鸣。那么，我们如何让这个人口群体受到关注呢？在世界艾滋病日，MTV 发起了一场运动，敦促年轻人通过了解自己的状况来打破耻辱。MTV # FCKHIV 运动激励年轻人通过简单地改变通常用来接受测试的手指来 “给艾滋病毒中指”。我们没有使用食指，而是让年轻人切换到中指。 结果 竞选活动在 5 小时内获得了 680万次印象，在 9 分钟内成为头号热门话题，超出趋势 # WorldAidsDay。通过这项运动的成功，MTV 现在正与南非最大的艾滋病毒预防计划合作。 执行 12月通常标志着南非派对季节的开始。这是一个年轻人觉得需要大规模聚会的时候。这是发布我们信息的最佳时机，因为它恰逢世界艾滋病日。我们选择了 MTV 的动画艺术方向，并将其与一个名为 Gqom 的南非地下音乐流派融合在一起。然后，我们用鲜艳的颜色将精子人格化和动画化，为典型的艾滋病毒设计方法带来新的视角。 活动描述 通过测试给艾滋病毒中指。
MTV #FCKHIV
案例简介：Synopsis South Africa has the highest HIV infection rate in the world. NGO’s have been relentlessly fighting the epidemic, but sadly their messages don’t seem to resonate with the youth. So how do we get this demographic to pay attention? On world Aids Day, MTV launched a campaign to urge the youth to break the stigma by knowing their status. The MTV #FCKHIV campaign inspired the youth to “give HIV the middle finger” by simply changing the finger that is usually used to get tested. Instead of using the index finger, we asked the youth to switch to the middle finger. Outcome Campaign received 6.8 million impressions in 5 hours and became the no.1 trending topic in 9 minutes, out-trending #WorldAidsDay. Through the success of the campaign, MTV is now partnering with South Africa’s largest HIV prevention program. Execution December usually signals the beginning of the party season in South Africa. This is a time when the youth feel the need to go massive and party hard. It was the perfect time to launch our message as it coincided with World Aids Day. We took MTV’s animation art direction and fused it with an underground South African music genre called, Gqom. We then personified and animated sperm in vibrant colours to bring a new perspective to the typical HIV design approach. CampaignDescription Give HIV the middle finger by getting tested.
MTV # FCKHIV
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MTV #FCKHIV
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基本信息
- 广告战役： #VIACOM-网络-c972#
- 广告品牌： Viacom
- 发布日期： 2000
- 行业领域： 电视传媒 , 商务服务 , 影音娱乐
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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