TALKING NUMBERS
Details
Advertiser
- The Huésped Foundation is an Argentinian non-profit organization created in 1989 to fight against HIV
Objective / insight
- First In Argentina 120,000 people are HIV positive but 30% of them don’t’ even know about it.
- The test is the principal way to prevent HIV, and in case of a positive result, an early diagnosis can save people’s lives. That’s why everyone should get tested.
Implemented strategy
- Huésped foundation modified the machine normally used for patients to check-in.
- So instead of providing the usual appointment number, the machine handled an HIV statistic relevant to each person
- 86% of the people who go to clinics to get a routine blood tested for HIV. So, the week around world AIDS day, used HIV statistics to provoke people and push them to do an HIV test
.
Technology implemented
- First step : modified the machine that assigned appointments in clinics
- Second step : using technology that analyzed age, gender and location
- Third step : the machine printed an HIV statistic relevant for each patient
- Fourth step : The statistics were shown on the screen indicating that the patients could turn to see the doctor
Result
- + 270% HIV test increase
- 22 positive test results are already in treatment
- $ 12 MM earned media
- 44 MM media impressions
