Description
The context
Homosexual relationships among Latinos in Georgia are increasingly impacted by STDs. Moreover, they often struggle to find someone to talk to, as being gay remains taboo in their home countries.
Idea
Latinos believe that there is an important step in every relationship... We call it the test of love: It is that first intimate moment between a couple. Anchored by this insight, we redefine this belief and turn it into a TRUE TEST OF LOVE.
Execution
We partnered with Raúl, a gay immigrant, as our spokesperson. He engage with the community on platforms like Grindr and TikTok.
As his recognition grew, so did our connection. Here's how we get involved: sending suggestive messages and having a real person answer questions in real-time about sexuality, inviting them to take the TRUE LOVE TEST (STD)
Results
We saw a 500% increase in tests compared to previous campaigns, with 342 DIRECT CONVERSATIONS initiated.
And the community gained an influencer on the subject. Today, Raúl is recognized in the community as a spokesperson for improving sexual and reproductive health.
For us, clustering a person could potentially save 1.2K people from being infected = 16% latino HIV cases in US
This professional campaign titled 'The True Test of Love' was published in United States in April, 2024. It was created for the brand: Emory University, by ad agency: Mazdi. This Content and Digital media campaign is related to the Education industry and contains 1 media asset. It was submitted 12 days ago.
Credits
General Manager: Sebastián González / Mario Zuluaga
Creative Direction: David Socha
Art Director: Andrew Rendón
Planning Director: Tania Negrete
Designer: Steven Amaya / Gonzalo Chacón / Lina Soto
Project Manager: Laura Sandoval
Copywriter: Sebastián Medina
Motion Designer: Andrés Castiblanco