We've put HIV testing on the same scale as the world of adrenaline-surging, daring experiences, which teens are so much into. Like skateboarding, tattooing, or street dancing. So, when one tests for HIV – it’s a bold move.

We developed a digital-based game – Adrenaline Battle, with 6 tasks, and among them – post a photo with a packed condom and test for HIV. In this battle teens got adrenalin when they competed with each other and with their idols doing crazy things in a smart way.

To show that HIV testing is really a daring thing we made a real-life experiment: the key Battle celebrity did all the exciting things — skateboarding, dancing, trampoline jumps — and HIV test. We measured his heart rate in the process to prove: if one seeks an adrenaline rush, he/she should definitely test for HIV. The experiment became a story for a PSA.

Adrenaline Battle was a digital-based game on ‘ubrave.com’ with six offline tasks. Participants signed-up with their Instagram, Facebook, Twitter, Google accounts. Tasks were delivered to personal cabinets. Battle’s ambassadors led and accomplished tasks together with teens. Participants got adrenaline drops (points) for tasks’ accomplishment and posting on the website, and also could score additional drops for the timely submission, sharing their content to social media, and getting likes/shares from their friends.

Users received drops in real time to inspire participants and bring adrenaline rush, and they could follow the competition in a public leaders’ board.

Five winners received a prize – participation in MONATIK music video.

To inform youth about ways of HIV transmission and prevention, we created and spinned additional content on ‘ubrave.com’: Adrenaline Test and Adrenaline Control.

Recruitment: January 16-30, 2018.

Adrenaline Battle: January 1 – April 1, 2018.

Winners selection – April 9, 2018.

Scale: Ukraine.

7,637 teens participated in Adrenaline Battle.

44% more adolescents tested for HIV in Youth Friendly Clinics during February-March 2018 comparing to previous periods.

We reached more than 2,057,000 people in social media with the Battle participants’ generated content

Reach in the earned traditional media is over 3,800,000 people.

‘Ubrave.com’ will work as a website for Youth Friendly Clinics where young people can find information about HIV testing and HIV prevention as well as information about the clinics & their location.

Ukraine population:

44,033,874 peope total

1 694 727 – 14-18 y.o.

3 181 752 – 19 -25 y.o.