Since April 2009 the world started living the pandemic virus AH1N1. It´s effects round the world have brought a high number of deaths and Colombia has not been the exception. This was the reason for the Colombian Government to promote a campaign with its main objective being informing Colombians about the characteristics of this new virus. Apart from this, it was necessary to confront the lack of credibility of the population against the disease. This situation was generating a disinformation that increased the risks of getting it and as a result the death of infected people.For this we developed a campaign with 3 objectives: -Generate awareness on the population about the reality of the AH1N1-Identify the alarm symptoms -Establish the cares and actions to take in case of infectionStrategy:“who owns the information owns the power”. We had to empower Colombians through clear and truthful information that allows people to have the power over the illness and this way avoiding being victims of it. In conclusion “when you have the information, you have the power over ah1n1”Results:Level of knowledge of AH1N1.According to a study carried out by the Invamer Gallup Group May 2009 20% December 2009 80%

A simple message framed the communication during October, November, December 2009, on the streets of 8 Colombian cities. The virus AH1N1 passes on, but with the information you have the power over it.We created a DEMO that on an intrinsic way, represents how easy the virus can be spread (surface, air, hands, etc): Glitter. the sticky condition of the virus forced the people that caught the disease, to share the story in any moment of the day, and this is how they shared the message and made it spread through all the society.This message was always linked to the URL (www.podersobreelah1n.com) and a telephone line where you can find information about the symptoms and the rights that people have as patients, everything that is needed to empower every one that has been contacted by the campaign could give reliable information to face the virus.

These results are from the data Gallup collected in 5 cities of the country, using telefonic interviews as a tool:In May 2009, 40% of the population thought that the media was speculating about the reality of the virus AH1N1. Thanks to the campaign, in December of 2009, that perception decreased to 14%.In May 2009, having chest pain when you coughed, wasn´t recognized by the Colombian population as one of the 4 symptoms to be aware of the virus AH1N1. In December 2009, nearly 20 % recognised this symptom as a trigger to have a medical consult.Finally, the campaign obtained a total of 181 publications of free press in a period of nine weeks. The quantification of these publications reached 250.000 USD.