On World AIDS Day, we decided to take HIV statistics to the streets. Inspired by the traditional medical infographics, we filled the streets of Buenos Aires with people painted and dressed in red to represent each HIV statistic. The people in red mingled with the general population in several areas of the city. The public was confronted with the virus’ reality. It left a clear message that behind each number, there is a person.

On December 1st, we filled the streets of Buenos Aires with people committed to HIV problem. They were painted and dressed all in red. These red people mingled around the general population to represent the shocking and tragic HIV statistics in Argentina. The action took place during the entire day at strategic areas of Buenos Aires. This led to large visibility and grabbed people’s attention. Next to each group of “red people”, we mapped the statistics, which spread the campaign’s key message, that behind each number, there is a person.

Lots of people registered and shared the action in their own social networks in real time. Mass media, celebrities and influencers also decided to share the action making it viral for free.

The hashtag #EstadisticasVivas became a trending topic. The action was shared in social networks by many people. Important brands and NGOs joined the campaign sharing it on their own online channels. Celebrities and committed influencers also joined the action. National media picked up the action due to its relevance to World AIDS Day. A National TV channel even created their own videos with these shocking HIV facts and the Fundación Huésped logo.

More than 100 MM impressions. (101.180.351)

The action was widely viewed and spread freely by the press, representing a value of $5.5MM. ($5.580.972,93). The number of tests done increased by 60% compared to previous months.