Situation: For the first time in history, the most powerful leaders in the world came to Argentina to be part of the G20 summit that took place December 1st, coinciding with the World AIDS Day.

Brief: We needed to make HIV relevant within this political context and get our message to reach the G20’s leaders.

Objectives: Include HIV on the agenda of the Buenos Aires G20’s Summit and at the same time create awareness of the epidemic.

We decided to send a powerful message to every single president, wake up the world and claim the HIV to be included in the G20 agenda. To achieve this, in a key area of the city, we set up the flags of the countries attending the summit, but with a different twist, their masts moved up and down, turning into a dynamic bar graph that included the HIV statistics of the different countries. Also, through a web platform, people experienced this in a virtual way, made it viral and demanded that the issue be included during the summit.

Data gathering: The World AIDS Day took place the same day as the G20 summit. Instead of fighting against the buzz created around the meeting we decided to take advantage of it. Three months before the launching, a worldwide research on HIV facts began, which included over three thousand documents, reports and official investigations of Universities, Foundations, NGOs and Government agencies.

Data interpretation: The challenge was to graph and identify each document based on its impact on the countries involved in the G20. Basing on the analysis of data using artificial intelligence software and tools, we identified 12 key indicators on the HIV epidemic that had a direct impact on those 20 nations. The data of each country became the relevant aspect of the setting-up making the flags move accordingly.

Targeting: The action showed the reality of the different countries in terms of public health and HIV. We exposed them, through a complex setting-up, to Data visualization depicting the lack of action in their countries.

Implementation: The setting-up was strategically placed in a key place of the city, visible to thousands of people, within the closed security area for the G20.

Timeline: The action took place December 1st 2018 but it really began a week before with a teaser campaign in social networks arguing that the G20 summit did not include HIV on their agenda and that they were the only ones that could eradicate the epidemic.

Placement: The campaign included digital media, social networks, PR, an interactive web, journalists, YouTube media and an interactive setting-up.

Scale: Thousands of people approached to the setting-up and shared the statistics.

Business impact:

It was the most successful campaign of Fundación Huésped and UNAIDS ever, reaching 1.1 MM in earned media worldwide. In addition, online searches for the term HIV increased more than 230% in Argentina.

But without a doubt, the biggest result was that we managed to get HIV back on the agenda.

Response rate:

100% of the presidents signed the final document of the G20 where they committed to work to eradicate HIV, and thousands of people around the world could be informed about the global situation of HIV.

Impressions:

We had 120 MM impressions during the campaign.

Change in behavior:

After 10 years of silence, the G20 scheduled HIV back on its permanent agenda. This represents a huge step to eradicate the global epidemic.

Consumer awareness:

Thousands of people approached to the setting-up and shared the statistics through their networks, while millions shared the action through the web.