Abbvie & Afa
Urgent Action
GILEAD
Well Protected
Reinventing HIV prevention through a message of protection.
Context
Each year in France, nearly 5,000 new HIV infections are recorded. While 82% of French people believe they are well-informed about the subject, gaps remain, particularly regarding modes of transmission and available prevention methods. Although the virus still evokes fear, many, especially among younger generations, view it as a disease of the past and continue to take risks. For instance, 53% of French people with a new partner do not consistently use protection.
Problem statement
How can we develop an educational and preventive message that effectively communicates the diverse protection methods available against HIV?
Our Idea
"Well Protected" is an awareness campaign that uses the language of sports to talk about protection. By creatively drawing on the variety of sports featured during the summer of 2024, the campaign illustrates the wide range of ways people can protect themselves from HIV.
The campaign
Creations
Leveraging the major sporting events of summer 2024, our campaign reimagines prevention messaging and takes the conversation to every arena.
Rolled out nationwide, it took over urban advertising spaces along event routes and around sports venues to grab the public's attention. Visibility was also boosted in high-traffic and everyday locations such as trams, DOOH screens in train stations, pharmacies, waiting rooms, and gyms.
A targeted approach further enabled the campaign to reach high-risk populations via social media, dating apps, and niche publications
Rolled out nationwide, it took over urban advertising spaces along event routes and around sports venues to grab the public's attention. Visibility was also boosted in high-traffic and everyday locations such as trams, DOOH screens in train stations, pharmacies, waiting rooms, and gyms.
A targeted approach further enabled the campaign to reach high-risk populations via social media, dating apps, and niche publications
Results
A nationwide rollout with the right message, at the right time, in the right places:
• Over 81 million impressions
• More than 30 million people reached in mainland France and overseas territories (DROM-COM)
• 5.5 million video views
• 284 million total media contacts across all platforms
The campaign was well-received by 74% of the French population, and 60% were prompted to seek information on the prevention methods mentioned (Vivactis Study, October 2024).
• Over 81 million impressions
• More than 30 million people reached in mainland France and overseas territories (DROM-COM)
• 5.5 million video views
• 284 million total media contacts across all platforms
The campaign was well-received by 74% of the French population, and 60% were prompted to seek information on the prevention methods mentioned (Vivactis Study, October 2024).
More project
UCB
On Edge
