It seems that the days of hard-hitting campaigns about Aids/HIV are over. In this post three recent examples from Europe. Keywords: User Generated, Flashmob and Responsibility.
The video above is about a project from Milan Italy: World of Mouth against HIV.
Aim is to make people aware of the need to use condoms in order to limit the spread of HIV.
It is user generated. Visitors are ask to send a picture following the theme of the campaign, a condom has to be placed on your tongue.
Photo’s will be published on the campaign website and the best photo’s will be part of a traveling exhibition.
WOM against HIV on: Twitter, Facebook, Flickr.
The second campaign is from the French Sidaction. Sidaction started as a public event in 1994 in France for raising awareness and collecting charitable funds for AIDS. They donate important sums to AIDS charities, AIDS research, institutions specializing in medical care and social aid for those suffering of HIV/AIDS in France and internationally.
The French organisation Sidaction is doing it’s fundraising campaign this year guided with the video above. And at the online donation form visitors can see what is happening with their donation (see below).
Un jour, nous vaincrons le sida. Soutenons la recherche.
Faites un don au 110 ou sur www.sidaction.org, du 3 mars au 11 avril
One day, we defeat AIDS. Support research.
Donate to 110 or www.sidaction.org, March 3 to April 11
The third campaign is called The Condom Mob. It is from CESVI, a humanitarian, solidarity NGO from Italy. A enormous condom was placed in front of the university of Milan and Genoa in the beginning of December 2009.
It was a bet, CESVI wants to get more than 100 students into the condom. And it was successful. With this bet the raised funds for the fight against aids/HIV in Zimbabwe.
The choice of doing this mob in front of a university was on purpose: approximately 45% of newly infected with HIV are young people between 15 and 24 years.
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Marc van Gurp is the founder of Osocio which examines the world of advertising in the social change/non-profit landscape. Marc resides in Amsterdam.
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I absolutely love how the Europeans are very forward in their HIV/AIDS awareness campaigns. Sadly, this will never happen because America is surprisingly conservative in its approach to sexual health campaigns. A clear example of this is the abstinence only education programs. Come on America, we are vocal about everything else except for issues involving reproductive health. In respect to HIV, cultivating a culture of silence or oblivion is the real threat!
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