HIV Prevention: Love Karaoke

As part of the national agenda to reduce the spread of HIV in Singapore, Action for AIDS wanted to convince blue-collar workers to use a condom before soliciting for sex and increase the number of HIV screenings.

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...

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