In Chile HIV has increased by 96% in recent years, and the largest risk group are young people between 15 and 29 years old who did not know about the situation. Added to this, the Ministry of Health carries out an annual campaign for HIV prevention, but it had lost relevance, translating into few young people taking the test.

The challenge was to achieve awareness and encourage thousands of young people to take the test, preventing a disease that has being affecting the whole country and putting the subject back into conversation.

Objectives:

- Encourage at least 90,000 young people to take the HIV test.

- Achieve at least 70% positive sentimentality in social media

Young people love fame and recognition, so in order to reach them we call them to an audition to star "The Commercial that Saves Lives", where they only needed to be between 15 and 29 years old.

Once they arrived at the casting, we asked for one last requirement: to be tested for HIV. Achieving that for the first time thousands of young people took the test simultaneously.

Young people aged 15 to 29 seek fame and recognition through social media: followers, likes and looking good are part of their goals. That's why we use that observation to reach them, summoning them in mass media to star in "The commercial that saves lives." The idea was that when they arrived we asked them for one last requirement to appear in the commercial: to be tested for HIV.

Implementation

We invited young people to an audition in the National Television studios of Chile, and once they arrived we used a famous TV face (Ignacio Gutiérrez) to reveal the last requirement to appear in the commercial: to be tested for HIV.

Timeline

14th of July - 3rd of August: Invitation

27th of August: Audition

2nd of September: Campaign launch

· 105,865 young adults signed up for the audition

· 103,275 took the HIV test

· 11% of them left HIV positive.

· 14 million impressions

· 89% of the comments in Social Media were positive.