66% of young people admit that they don’t systematically use protection. Even worse? They think HIV is a thing of the past.

Sidaction - France’s most established HIV/ AIDS organization - needed to take action.

The main challenge was to get this audience attention in a meaningful way, and to have them using protection against a disease they tend to ignore.

66% of young people admit that they don’t systematically use protection. Even worse, they think HIV is a thing of the past.

Sidaction - France’s most established HIV/ AIDS organization - needed to take action.

Because young people love movies and TV shows - but since these films and series almost never show condoms being used - we decided to create 20 new clips that fit perfectly into some of the most iconic and unforgettables sex scenes.

To get our audience to engage with these scenes, we created an online game launched on a tailor-made digital platform.

The campaign was designed to be concentrated during the month of December. We supported it on social media with various contents and with the help of french influencers such as Bilal Hassani (LGBTQ+ Icon 604K followers on Instagram) and french celebrities friends with Sidaction's organization, such as Tv host Nikos Alliagas (953K followers on Instagram)

Our objective was to principally focus on a national scale where Sidaction is mainly known.

The campaign was designed to be concentrated during the month of December. We supported it on social media with various contents and with the help of french influencers such as Bilal Hassani (LGBTQ+ Icon 604K followers on Instagram) and french celebrities friends with Sidaction's organization, such as Tv host Nikos Alliagas (953K followers on Instagram).

This campaign was mainly hosted on a website : https://www.unforgettables.fr/

We also used some of these iconic scenes to advertise our work on social media.

Given the very short deadlines and the low budget, the results exceeded our expectations:

_More than 84,000 games played on the platform

_€1.05M in earned media generated

_228 press reports in France and abroad

_6.4M impressions of content overall on sponsored posts,

_3.3M people reached by posts

_Sharing of influencers and public figures