How to reach the unreachable
My role: Creative direction, strategy, design
BBC research showed that there was a shocking lack of knowledge amongst 16-24 year olds around HIV and related issues. But how do you reach an audience that doesn't want to know?
The answer was to change the terms of engagement by encouraging teenagers to spread the word themselves.
We created G.I.Jonny- an action hero that you could fully customise, arm with the facts about HIV and send out to protect your friends via E-mail and Facebook. We gave G.I.Jonny a helping hand with an inuendo soaked viral film, kitted out university students during shag week with banners, T-shirts, tattoos, and condoms, and persuaded Stephen Fry to promote the website at the end of his documentary 'HIV and me' on World Aids day.
The results- over 3,000,000 impressions on the website, 33,000 G.I's sent out, and a bucket of awards including a People's Choice Webby.