SDG3 target 3.3: By 2030, end the epidemics of AIDS, tuberculosis, malaria and neglected tropical diseases and combat hepatitis, water-borne diseases and other communicable diseases.
in earned media
uplift in site visits
In just six years, HIV/Aids cases in the Philippines grew by 1,038%, making it the country with the fastest growing HIV/Aids epidemic in the world. There were 20 new cases a day and as they rose, testing dropped. Why? The Philippines is a highly conservative and religious society. There was a great deal of stigma attached to being sexually active and tested for HIV.
How could we develop something that could cut through to our target audience in a culturally sensitive way, but that also had an impact that is far-reaching? How do you reach a group of people which does not want to be called out but just to be left alone?
We took on the challenge on behalf of charity Loveyourself and found the solution to drive action. On the day before World AIDS Day, Filipino internet users were greeted with the one thing guaranteed to catch attention online: an avalanche of typos.
A simple java-script generator “HIV-ified” article after article, “infecting” popular websites. With this simple script, the articles and sites added a “H” to any word with an “IV”, or a “V” to any letter sequence of “HI”. In effect, an article could contain over 20 typos reading “HIV”.
As people scrolled down to comment on the errors, the message hit them – HIV could be part of anyone’s story. Clicking on the link gave them information on how and where to get tested, counselling, and where to get support. They were also given the ability to ‘HIV-ify’ any website, article or blog to spread the message.
With absolutely no media budget, the campaign generated 59 million impressions, worth over $500,000 in earned media. On LoveYourself’s website, the sections on ‘HIV Test Sites’ and ‘I want to get tested’ received a 500% uplift in visits.
More importantly, HIV testing through LoveYourself’s testing facilities increased by 60%, making the year of this campaign a record for testing. From an average testing rate of 718 monthly in the year previous, testing increased to 1,066 in the first month of the campaign and continued to increase to 1,425 in January the following year, and 1,357 in February. This was truly a campaign and an issue no-one could ignore.
Check out more inspiring examples of our work on SDG3.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
Suraksha Ka Teeka
As per the Global Fund 2020-22 Report, Malaria is one of the major public health problems in India. With children 5 times more vulnerable to this disease, their cases were witnessing a sudden ou...
The Everything Book
A pioneer in modern education, The Everything Book is an internet signal aggregator. It houses a cloud-based AI packet broadcaster and assembler service that combines weak 2G mobile networks aro...
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
DENTSU CREATIVE China: KFC Re:Store
KFC is the largest and most successful restaurant brand in China. Launched in 1987, the brand has grown to encompass over 9,000 stores in 1,600 cities. A steady stream of innovation has kept the...
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The story of Siemens and a town’s energy blueprint for th...
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
dentsumcgarrybowen: In Love We Trust with Sinyi Realty
Together with dentsumcgarrybowen Taiwan, Sinyi worked to produce “In Love We Trust”, a short film to encourage young Taiwanese to overcome their fear of commitment and to seeking lasting love an...
1st for Women: 16 Days of Light
Diversity and inclusion
FoxP2: First For Women
Facing fear to empower women
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.