Cannes Lions
TBWA\SANTIAGO MANGADA PUNO, Makati City / THE RED WHISTLE / 2018
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The rate of new HIV infections is on a decline globally, except in seven countries including the Philippines. Every day, an average of 30 people is found to be HIV-positive, 60% of whom are 15 to 24 years old and who prefer unprotected sex.
According to studies by the safe-sex advocacy group Red Whistle
Young people do not respond to HIV prevention campaigns that use fear
and hard facts. The group’s research further indicated that a lighter approach would be more engaging.
So we created an educational campaign that embraces their sexuality
and their preference for sex without condom.
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