South Africa has the highest HIV infection rate in the world. It’s well known that the first step in curbing the spread of this disease is to get tested and know your status. Problem is, the Youth are not interested in getting tested.
We created, “Give HIV the middle finger.”
Now the standard procedure of a typical HIV test gets performed on the index finger. However, on World AIDS Day MTV encouraged their audience to change the finger that the test is performed on and in so doing, gave HIV the middle finger. This campaign was executed across posters and social media.
The campaign received 6.8 million impressions, was the no.1 trending topic in 9 minutes, “tested” was the most used word of the campaign and the best thing of all is we are now partnering with South Africa’s largest HIV prevention programme.