To target people waiting for their routine blood test in medical centers, we converted Argentina’s HIV data into segmented and personalized statistics.

We then transformed the machines that assign appointments tickets: instead of delivering tickets with a usual appointment number, we turned them and the tickets, into a media channel that handled our powerful message: a number corresponding to a shocking HIV statistic relevant to each person.

When being called by the doctor for their blood test, it’s the HIV statistic that was shown on the waiting room’s displays, for all people to see, making them reflect and act on getting tested for HIV.

It was the first time tickets appointments and the machines that deliver them in medical centers were used as powerful media to convey insights and messages that touch people in their intimacy to deliver them a relevant message that convert them to get tested.

In 70 medical centers across the country, from November 25th to December 1st, AIDS week, we transformed the machines that assign appointments tickets in clinics into intelligent computers. Instead of providing the ticket with a usual appointment number, the machine handled a ticket with a number corresponding to a shocking HIV statistic, relevant to each person.

Using geolocation and face recognition technology analyzing each person’s age and gender, we personalized the HIV statistics to people. When it was their turn to be called in by the doctor, it’s their ticket’s HIV statistic that was shown on the displays, making them reflect and act on the importance of getting tested for HIV.

A video of the activation that was put on the Foundation website and social media channels, allowed the initiative to be well-known, organically.

With no media budget at all:

We increased the numbers of HIV tests done:

They were 7,046 tests done on 10,804 tests offered through the tickets.

More than 65% of people chose to get tested.

The number of tests done increased by 270% compared to the number of tests normally done by medical center per week.

22 persons who tested positive are already in treatment with Fundación Huesped.

On 1st of December, during the first 2 hours of the initiative, the hashtag #EsTuTurno

(#itsyourturn) overpassed 2.200.000 impressions and was trending in Argentina and the hashtag #FrenaElVIH overpassed 1.200.000.

The campaign generated a value of $12.993.479,6 of earned media and reached 44.457.666 of people.

From a situation where they were waiting to check on their health, people acted and got tested for HIV. Simple but powerful statistics made people get tested, which they usually wouldn’t even consider.