Jan 27 2012

AIDS is a gift we all want to avoid. To increase awareness of Belgians and motivate them to get tested, the advertising agency Emakina created a series of actions for Sida’Sos, using original, unconventional media.

We decided to convey our message in the same way as the disease spreads. We developed media carriers that can be transmitted unknowingly.

Our media campaign centered around 3 unexpected channels:

-          Stickers on coins: hundreds of coins were distributed during events this summer, on festivals, and at the city ‘Apéros’, casual outdoor get togethers.

-          Free Hug Stickers: at various events, people who enjoyed a good hug, carried a Sida’Sos sticker.

-          Wrapping paper: an original and especially designed wrapping paper was created to wrap Christmas and New Year’s gifts. The paper contained a small message, cleverly repeated in the design. This information was only discovered when paying attention and looking at the wrapping paper up close.

These three actions clearly raised awareness of the AIDS issue in Belgium, reaching over 1.000.000 contacts and increasing the number of people tested in the country by several thousands.

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Aug 23 2011

Emakina organised an original staff event at the Apéros de Saint Gilles.
The social meeting combined a fun get together with a positive AIDS awareness action.

Emakina’s agency developed several actions for the Sida SOS association (www.sidasos.be). This organization  tries to create awareness amongst young people about aids. So the drink was a good opportunity to give the campaign a symbolic ‘thumbs up’.

A 1 euro coin is the symbolic element of the campaign. It wants to encourage young people to be screened for aids. At the drink, each participant received a 1 euro coin to pay for their drink.  As this coin then  travels from hand to hand, it touches all. This symbolizes the fact that we can all be infected by aids without knowing it.

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