HIV Prevention: Love Karaoke
Lian Ju Han
Campaign details
Brand owner: Action for AIDSAgency: DDB Group SingaporeBrand: AIDS PreventionCountry: SingaporeChannels used: Events and experiential, Online video, Outdoor, out-of-home, Word of mouth and viralMedia 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...