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    Digital advertising campaign to raise awareness about the risk associated to not using a condom during your sexual relationships and get our audi… Read More
    Digital advertising campaign to raise awareness about the risk associated to not using a condom during your sexual relationships and get our audience to use condoms more often. Read Less
    Published:
MTV STAYING-ALIVE FOUNDATION
MTV’s ‘Staying Alive’ is the world’s largest youth focused HIV and AIDS awareness and prevention campaign.

CHALLENGE
HIV is far from dead, and it’s not just a gay problem, an African problem, a druggy problem, or a problem for those who have sex in risky countries. HIV affects everyone and it’s on the increase.

THE BRIEF
Quite simple, we want to raise awareness about the risk associated to not using a condom during your sexual relationships and get our audience to use condoms more often.

THE IDEA
Make people feel what losing their life means by deleting their Facebook profiles, ..., well, at least temporarily.

HOW IT WORKS
When people connect to Facebook, they get to an empty Facebook profile page so that it looks like your profile is loading.

The copy reads:
“Loading ...”
“No friends found ...”
“Profile not available ...,”
“You’re DEAD.”
“This could happen to you if you fuck without a condom.”
“Don´t lose your friends,”
”Don´t lose your life.”
“PREVENT HIV FROM SPREADING, USE A CONDOM.”
Credits:
Art Director / Copywriter: Alberto Rivero

Please visit my PORTFOLIO to check the rest of my works:
http://albertorivero.com