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People do not want to hear about disease or scary messages about aids and sexual protection. AIDES Association needed to find a way to impact peoples’ mind through an engaging activation.To avoid fear or rejection, we crafted a joyful and funny campaign that allowed to get people’s attention. The Viral campaign #sharethelove is a misleading activation that engaged people without knowing they were in prevention campaign. Thanks to an evolving design, they played the main role in its development: the more they interacted with the campaign, more the campaign got bigger. After the reveal, we launch an immersive mini-site to allow people to interact with the visual and get deep into it.
The viral campaign #sharethelove is a misleading content that create engagement: The more people share the campaign, the more the revelation gets powerful.Celebrities posted pictures of a couple having sex with a hashtag #sharethelove. Those celebrities are not ones that use to post this kind of content, like a former health minister. But when people retweeted the picture, the picture started to evolve and got bigger.A man called “Henry Ian Vernon ” posted other extracts of the picture with new sex scenes. In fact, Henry Ian Vernon is a bot. It is programmed to scan the hashtag #sharethelove and retweet an ever larger image for each retweet. The day after, AIDES revealed the ID of Henry Ian Vernon and sent a virus tweet to all the people whom interacted with the picture:“Virus Alert ! I’m HIV. You have shared the love. You are now contaminated."