The One Show
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Category
Branded Social Post / Single
Annual ID
OS_SM18027M
About the Work
South Africa has the highest HIV infection rate in the world. Though Government and NGO’s have been relentless at fighting the epidemic, sadly their messages don’t seem to resonate with the youth anymore. So how do we get this demographic to pay attention and be interested in getting tested to know their status? On world Aids Day, MTV launched a highly provocative, social media campaign to encourage the youth to break the stigma by knowing their HIV status. The MTV #FCKHIV campaign inspired the youth to “give HIV the middle finger” by simply changing the finger that is usually used to get tested. Instead of using the index finger, we encouraged the youth to switch to the middle finger.
2018 Awards
Total Points: 2
Merit
Credits
Agency
Ogilvy / Johannesburg
Ogilvy South Africa / Johannesburg
PR / Marketing Agency
Viacom / Johannesburg
Production Company
One Nation Studios / Johannesburg
Animator
Marina Le Roux
Art Director
Marina Le Roux
Jason Dicks
Chantelle Dos Santos
Chief Creative Officer
Pete Case
Chief Marketing Officer
Chris Torline
Tumi Moeketsi
Creative Director
Agisanang Masekela
Peter Little
Molefi Thulo
Executive Creative Director
Mariana O'Kelly
Photographer
David Prior
Carl Willoughby
Agency Producer
Ane Wolmarans
Mohammed Sheik
Creative Team
Neil Webb
Ryan Greig
Music / Sound
Greg Canning
Lazarus Mathebula
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