Will you accept my friendship? Are you positive?
Marketel created a compelling campaign to bring awareness to the stereotypes against HIV/AIDS.
Half of the battle in the fight against HIV/AIDS is challenging the prejudices and judgements that psychologically isolate those living with the disease. In an effort to raise awareness and to make people stop and think, Marketel created a takeover-style web campaign on Montreal’s 98.5 FM website on behalf of the Clinique médicale L’Actuel. The campaign, which revolves around the slogan “Let’s stop ignoring the positive,” mimics the graphics and mechanics of a Facebook friend request. When people visit the website, they are greeted with a pop-up featuring a mock friend request asking the user to accept an HIV positive friendship. If the visitor chooses to ignore the friend request, they are directed to a thought-provoking message intended to educate and encourage tolerance. If, however, they choose to accept the HIV positive friend, they are automatically redirected to the clinic website. By borrowing from the the well-known friend request function on Facebook, we have illustrated the dilemma we all face in the presence of HIV: to accept or judge. In this case, the mechanics of the idea leave us no choice. Users are forced to click on “Accept” to access the contents of the site, adds Sebastien Pelletier, Creative Director at Marketel. In honour of World AIDS Day, the campaign was effectively thought-provoking. Marketel is proud to play a part in raising awareness and encouraging education on such an important cause.
Click here to try it for yourself.
Half of the battle in the fight against HIV/AIDS is challenging the prejudices and judgements that psychologically isolate those living with the disease. In an effort to raise awareness and to make people stop and think, Marketel created a takeover-style web campaign on Montreal’s 98.5 FM website on behalf of the Clinique médicale L’Actuel. The campaign, which revolves around the slogan “Let’s stop ignoring the positive,” mimics the graphics and mechanics of a Facebook friend request. When people visit the website, they are greeted with a pop-up featuring a mock friend request asking the user to accept an HIV positive friendship. If the visitor chooses to ignore the friend request, they are directed to a thought-provoking message intended to educate and encourage tolerance. If, however, they choose to accept the HIV positive friend, they are automatically redirected to the clinic website. By borrowing from the the well-known friend request function on Facebook, we have illustrated the dilemma we all face in the presence of HIV: to accept or judge. In this case, the mechanics of the idea leave us no choice. Users are forced to click on “Accept” to access the contents of the site, adds Sebastien Pelletier, Creative Director at Marketel. In honour of World AIDS Day, the campaign was effectively thought-provoking. Marketel is proud to play a part in raising awareness and encouraging education on such an important cause.
Click here to try it for yourself.
