AIDs Concern Texts from your ex

For most people in Hong Kong, HIV statistics have little impact. Many are in denial that they or their loved ones could become victims of HIV infection. This unfounded fearlessness and ignorance of reality contribute to an increasing HIV epidemic in Hong Kong. Consequently, there is a pressing need to educate people about the risks of HIV.

Our solution was a simple SMS campaign designed to drive HIV testing by engaging our target audience with a powerful text from an "ex." We created a microsite that allowed concerned friends and family to send "TEXT FROM YOUR EX" messages to at-risk individuals.

My Role - Art Director @TBWA\Hong Kong — Visual & Video Direction, Concept Development, Case Studies
Team — So So, Annie Loo, Ronald Cheng, Edward Law, Mikey Batt
Press — Spikes Asia

Test bookings doubled from the previous year, setting a new record for AIDS Concern. Our campaign led to 664 pieces of online coverage and reached more than 9 million people from $0 media spend.

Say Hello to me charlenepaints@gmail.com