dance4life, a Dutch non-profit organization that works towards a AIDS-free world, is coping with the fact that AIDS has become a fairly remote issue for average western teenagers. Yet, the number of AIDS-related deaths amongst youngsters in Africa has increased by 50% the last years. Challenge? How to make this topic top-of-mind again for youngsters in The Netherlands?

We had to help them imagine what these numbers actually mean in their native context. We matched the AIDS-related facts/figures of 14 South-African cities to 14 Dutch cities with the same name. In those we circulated these facts as if it was their actual city. By reading properly they would discover the underlying truth.

We did this by advertising locally in outdoor, print, radio and geo-targeted banners. The national TV campaign was focussed on one rural city. Before launching, we reached out to local press with shocking facts about 'their' cities.

We started by spreading our facts and figures amongst local press offices, confronting them with the alarming death rates among young people in their (equal named) city. This worked as a shock-effect, and the day after we launched the campaign with outdoor advertising in the equally named cities, and on television with one general TV commercial. At the same time we used geo-targeted banners to advertise locally in the 14 cities. It was all about bringing local Africa's troubles to local youngsters in Holland.

Brand recognition within our target group (youngster 19-25) increased, from 62% to 74%. Outside our target group recognition stabilized, while in other years, it immediately dropped after the campaign. Overall brand recognition went from 56% to 60% there.

Proposition recognition within the target audience increased from 33% tot 51%. Outside our main target group it increased from 35% to 44%.