Ogilvy Group Russia: Transatlantic Partners Against Aids
Campaign: It’s stupid not to know
Client: Transatlantic Partners Against Aids
WPP company: Ogilvy Group, Russia
In Russia, very few people ever take an HIV test. The long-running ‘StopAIDS’ campaign is designed to change this and encourage everyone to find out their HIV status.
Ogilvy Group Russia and the non-profit organisation Transatlantic Partners Against AIDS (TPAA) developed the creative concept for the latest stage of the campaign.
Ogilvy wanted to avoid preaching or scaremongering. Instead, the ad emphasises the importance of being fully informed. It points out that not knowing your HIV status is like diving into a swimming pool without checking whether there is any water in it.
The adverts were shown online and aired on radio and TV in 70 regions across Russia, as well as over 1,000 times on national TV stations.
Ogilvy’s pro bono work on the campaign was worth around $140,000.