HIV Prevention: Love Karaoke

Lian Ju Han

Campaign details

Brand owner: Action for AIDS
Agency: DDB Group Singapore
Brand: AIDS Prevention
Country: Singapore
Channels used: Events and experiential, Online video, Outdoor, out-of-home, Word of mouth and viral
Media budget:Up to 500k

Executive summary

Action for AIDS had an unenviable task.

Convince hardened, blue-collar workers to wrap up (with a condom) before soliciting for sex, as part of the national health agenda to reduce the spread of HIV in Singapore.

Unfortunately, blue-collar Singaporeans couldn't give a @#$% about government health messages. The challenge was to frame the relevance (or sensibility) of using condoms for HIV prevention and getting screened regularly, without boring the pants off them.

To do this, we tapped into their 'path-to-purchase' and gave them some pre-dinner entertainment – performances held in the red-light district and a sexy music video that taught safe sex in a risqué way.