MTV encouraged the youth to give HIV the middle finger.

The standard procedure of a typical HIV test, gets performed on the index finger. On World AIDS Day, MTV encouraged their audience to change the finger that the test is performed on and in so doing, gave HIV the middle finger. This campaign was executed across posters and social media.

By simply changing the finger you get tested on, we turned the youth’s lack of interest towards HIV/AIDS into 1.2 million impressions in 5 hours and the number 1 trending topic in 9 minutes (out-trending #WorldAIDSDay). Most importantly, “tested” was the most used word of the day – and that felt pretty FCK’N cool.