Talk about it - no matter how
STATE OF THE ART From "Stop Aids" to "Love Life Stop Aids" to simply "Love Life" - the well-known preventive campaign has made an impact, both in the healthcare sector and in the marketing world. In 2006 it was the campaign of the year, this year the ADC jury awarded it an Evergreen Cube.
This is also where people protect themselves - the guiding principle of the 2006 campaign.FROM MELANIE GRANADOSFencing without a mask, playing field hockey without a chest protector, riding a motorcycle without a helmet. Practicing these sports without protection is unthinkable for many. And it was precisely this idea that the advertising agency Havas Worldwide Zurich took up in 2006 - when it was still called Euro RSCG Zurich - with the slogan "Here you protect yourself too" for the prevention campaign of the Federal Office of Public Health (FOPH). This was so well received by the Swiss population that they voted the campaign the best of 2006. Stop Aids - Love Life" is still winning prizes today. Like at this year's ADC Awards ceremony, where the campaign won an Evergreen Cube. It has been one of the top riders for nine years now. What's the secret?No deterrenceAfter HIV cases rose by 25 percent in 2002, it was clear that something had to be done. The feeling of many people that HIV only affects others had to be corrected. "However, our main idea was not to point the finger at others and threaten, admonish or even deter. We wanted to remind people in an entertaining way to protect themselves during sex," explains Frank Bodin, CEO of Havas Worldwide, adding that the idea of "Stop Aids" is unrealistic - like a year without a flu epidemic. "Society should learn to deal with the disease properly and not ignore it," says Bodin. But cases of other sexually transmitted diseases have also risen. This prompted the FOPH to extend the campaign to all sexually transmitted diseases in 2011. The "Love Life" brand was then launched out of love for life, for oneself and for one's partner.
Key message per campaignHowever, turning a sensitive topic into something entertaining turned out to be more complex than expected. However, it was clear from the outset that it had to stand out from the advertising, which already contains enough sex. The creative team therefore developed key messages for each campaign and year. These were dramatized and staged with recognizable language and appearance, as in the example: "Here you also protect yourself." - "That's also what makes this campaign efficient and therefore successful," says Bodin.Cross-media strategyThe campaign was initially communicated on posters. Later, the team realized that a different emotionalization was necessary. The lead media became film and the Internet. These include, in particular, the fastest TV commercials in Switzerland. Two people meet and then have sex. The TV commercials last exactly five seconds. They address the human shortcoming of losing control in the hectic rush of passion or under the influence of drugs and thus forgetting things. In this case, the condom. The message of the commercials: If you've done it without a condom, you better do the risk check at www.check-your-lovelife.ch. This is also the main aim of all the campaigns: To use a cross-media strategy to encourage people to inform themselves on the online platform, to do the risk check and finally to see a doctor if necessary.
The population knows, but doesn't talkAnd the target was achieved. "10 million ad impressions were planned for the site. In the end, 17 million were generated," reports Bodin. Of the visitors, over 65% demonstrably completed the online risk check. It can therefore be said that, thanks to the campaigns, the Swiss population knows how to protect themselves against infection and also enforces this - in principle.But even if people know, there is a sensitive aspect that Havas Worldwide Zurich addressed in its last campaign (2012). "Say it how you want - but say it" is the core theme. How do you tell your partner that it itches or burns? - With these exact words. No matter how, you should talk to your partner about it. The platform check-your-lovelife.ch served as an aid to facilitate the conversation.The love affairHow was the campaign able to last so long? "Through a long-term strategy," answers Bodin. The trick was to keep everything at a high level, and the campaign will continue to exist, just not with Havas Worldwide Zurich. "After nine years, we are retiring. But it was a great love affair between the client and the agency," says Bodin. Rod Kommunikation Zurich will provide a breath of fresh air.________________________________________
"We increase health literacy with advertising"
INTERVIEW With "Love Life", the Federal Office of Public Health (FOPH) managed to present the topic of sexually transmitted diseases in a life-affirming way instead of with a warning finger. Andreas Kammer, Head of the Campaigns Section at the FOPH on advertising.
Adrian Kammer, Head of Campaigns Section, FOPHMK What is the BAG's position on advertising?ANDREAS KAMMER The FOPH has been promoting health for 26 years. However, the focus is not on financial gain, but on promoting knowledge, attitudes and behaviors that have a positive impact on personal health. Advertising is an effective means of raising awareness of a topic among the general public or specific target groups and increasing health literacy.MK What prompted the FOPH to launch a prevention campaign for sexually transmitted diseases in particular?CHAMBER When the HI virus became a threat in Switzerland too, the Federal Council responded with the national AIDS program, which makes the population aware of the dangers and shows them how they can protect themselves. This required a broad-based campaign without taboos.MK In which areas is there still a need for clarification?CHAMBER The greatest need for education is still HIV. However, we also want to continue to sensitize and inform the population about alcohol and tobacco. We also want to place more emphasis on promoting mental health.MK Will you also be launching a campaign for this?CHAMBER We are currently preparing awareness campaigns in the areas of alcohol and tobacco. The alcohol prevention campaign will be launched in fall 2014 and will be creatively implemented by the Havas Worldwide agency. The tobacco campaign is in the tendering process and is expected to start in winter 2014/2015.Interview: Melanie Granados
