Playgroup | Helping brands build genuine brand equity

Inform and Protect

Brief

To promote HIV awareness with an energetic campaign spanning web, TV, radio, print and university events. The target audience were 16-24 year olds - a group which is, research revealed, increasingly at risk from HIV.

It was going to be an uphill battle - how does one convince young people to sign up to an educational campaign? Storming a 4 way pitch, Playgroup delivered an approachable concept centred around the miniature hero G.I. Jonny.

Solution

G.I. Jonny is a perfectly preserved action figure who, fully armed with the facts about HIV, is on a mission to inform and protect his mates. But he can’t do it alone - he’s recruiting others to join him by creating and training his own highly informed army.

On reporting to www.gijonny.co.uk visitors are able to create their own customised action figure, armed with the facts about HIV. Once trained, recruits can spread the word by downloading to Facebook and protecting their mates. The more they protect the higher their G.I. ranks.

Above the line materials for a nationwide university campaign included condom packaging, flyers, stickers, t-shirts, banner stands and posters. In addition, we created artwork that was beamed onto various building throughout London on the eve of National Aids Day, 30 November 2007.

Results

Yvonne Covell, Interactive Executive at the BBC said:

"The BBC needs to reach younger audiences in different ways, and this is a great example of how we can creatively target a group with compelling, entertaining content that also happens to raise awareness of an important issue.”

• Over 3 million impressions on the micro site (2 weeks from launch)
• 125,295 impressions /day
• 39,000 hits to the viral video
• 33,000 hits to the ‘customise your G.I tool’