UNICEF engages teens into Adrenaline Battle: HIV/AIDS Awareness Campaign
Solution |
We've put HIV testing on the same scale as the world of adrenaline-surging, daring experiences, which teens are so much into. Like skateboarding, tattooing, or street dancing. So, when one tests for HIV – it’s a bold move. We developed a digital-based game – Adrenaline Battle, with 6 tasks, and among them – post a photo with a packed condom and test for HIV. In this battle teens got adrenalin when they competed with each other and with their idols doing crazy things in a smart way. As teens live in smartphones and ready to follow their respective idols, we selected Battle ambassadors with strong social media presence from various sub-cultures. A girls-pop-band, an underground vocalist, an indie rock band, a YouTube creator, a photo artist, and a Ukrainian super star, multi-artist MONATIK, for free promoted Adrenaline Battle and challenged teens to test for HIV and learn about ways of HIV prevention. Key message: Do crazy things in a smart way, get adrenaline, test for HIV. |
IMPACT |
The campaign resulted in 7,637 teens have participated in the Adrenaline Battle. We have reached more than 2,057,000 people in social media with the Battle participants’-generated content. The reach in the earned traditional media is over 3,800,000 people. 44% more adolescents tested for HIV in Youth Friendly Clinics during February-March 2018 comparing to previous periods. |