Brothers For Life: Twitter Army

Pepe Marais and Xolisa Dyeshana
Joe Public South Africa

Campaign details

Brand owner: JHHESA
Agency: Joe Public South Africa
Brand: Brothers For Life
Country: South Africa
Industry: Public health
Media budget (USD): Up to $500k
Channels used: Social media

Executive summary

In South Africa, Aids kills 1,000 people every single day. The Brothers for Life, a non-profit organization which supports men in the country, wanted to create an impactful message on World Aids Day, based on this insight, in spite of a limited advertising budget. Harnessing the power and potential of social media, Brothers for Life created 1,000 Twitter accounts on the eve of World Aids Day, numbered HIV+0001 to HIV+1,000 respectively. Each account tweeted hourly for the next 24 hours, signing off each tweet with the hashtag #HIVarmy, so the Twitter community could follow the campaign. The messages were from the perspective of an HIV+ sufferer, urging others not to make the same mistakes. At midnight, every account was killed, their avatars changing to read 'Deceased', demonstrating the sheer number losing their battle with Aids. As evidenc of the success of this campaign, this case study cites the fact that the campaign trended globally on Twitter.

Campaign background