TBWA\Zurich: Action realized on Facebook for Aids Help
The TBWA/Zurich agency, in collaboration with Aidshilfe Schweiz, has launched a campaign on Facebook designed to make users feel excluded.
It's hard to imagine how you feel as an HIV-positive person when you are ostracized and discriminated against at work, by friends and even by your family. TBWA\Zurich, together with Aids-Hilfe Schweiz, has triggered precisely this feeling among Facebook users in a unique campaign.
In collaboration with Serranetga, an application called "RED RIBBON NOW!" was launched for World AIDS Day on December 1, which spread an unpleasant message: with one click from the user, all their Facebook friends received the message that they had been deleted as a friend by the sender. Those who had apparently been deleted received the all-clear via a link: "Deleted by your friends? This is exactly how HIV-positive people feel when they are discriminated against."
Around December 1, 23,542 people experienced first-hand what exclusion feels like. More information can be found in the enclosed film about the campaign.
> Film about the campaign
Responsible at Aids-Hilfe Schweiz: Silvia Schorta (overall responsibility), Bettina Maeschli (project management). Responsible at TBWA\ZÜRICH: Frederick Rossmann, Urs Schrepfer (CD), Laura Grümann (AD), Simon Smit, Magnus Sambo (text), Fery Ates (consulting), Sven Oeschger (unit management). Responsible at Serranetga: Remo Prinz (overall responsibility), Marc Leuzinger (programming).
In collaboration with Serranetga, an application called "RED RIBBON NOW!" was launched for World AIDS Day on December 1, which spread an unpleasant message: with one click from the user, all their Facebook friends received the message that they had been deleted as a friend by the sender. Those who had apparently been deleted received the all-clear via a link: "Deleted by your friends? This is exactly how HIV-positive people feel when they are discriminated against."
Around December 1, 23,542 people experienced first-hand what exclusion feels like. More information can be found in the enclosed film about the campaign.
> Film about the campaign
Responsible at Aids-Hilfe Schweiz: Silvia Schorta (overall responsibility), Bettina Maeschli (project management). Responsible at TBWA\ZÜRICH: Frederick Rossmann, Urs Schrepfer (CD), Laura Grümann (AD), Simon Smit, Magnus Sambo (text), Fery Ates (consulting), Sven Oeschger (unit management). Responsible at Serranetga: Remo Prinz (overall responsibility), Marc Leuzinger (programming).
