Aids: It Only Takes One

Key Facts

  • World Aids Day is on December 1 of every year
  • 1.2 million have HIV as of 2012; 3% are infected in DC with the virus
  • More people need to take care of themselves and get tested regularly to decrease the risk of catching HIV/Aids
  • The red ribbon is worn in awareness of HIV
  • World Aids Day is a day where people show support and commemorate people affected with
  • It takes one person, one time to be infected with the virus

Objectives

  • Increase awareness of World Aids day by 5% during the promotional period through strategically placed QR codes
  • To have 800 people get tested for HIV/Aids by the tenth of January, by contacting the local clinics in the area

Target Audience

  • Ticking Time Bombs
    • 18-45 years old
    • General Public in Washington, DC

The ticking time bomb is someone who cares about his or her health. He or she is curious about their status and the people they come in contact with. Ticking time bombs are strong and independent individuals who are updated in the social scene. They are in contact with people through public transportation and they shop at general stores.

Positioning

Get tested to know their status

Primary Message

It only takes one. Wrap it up. Get tested.

Copy Platform

  • It only takes one. Wrap It Up. Get Tested.
  • 3% percent of Washington, DC residents have HIV
  • 12.1.2012
  • Inspirational Quote: “I am only one, but I am one. I cannot do everything, but I can do something. And I will not let what I cannot do interfere with what I can do.”, by Edward Everett Hale
  • For more information visit: www.worldaidsday.org

Tone and Execution

  • Simple but draw attention.

There should be an emphasis on the number one because the event being on the first of the month and that it takes one person to transfer the disease. The colors that are to be used are red, black and white. The headline, fact, and website are in red.

Implementations

Ads will be placed in the DMV area because of the 3% of people affected in Washington, DC. Posters will be on display at public clients during the month of November to create awareness of the day. CBSoutdoor will display the advertisements for the metro transit. They will be on display two months in advance to make sure enough people see the ads. All poster advertisements will be placed September 26, 2012 and pulled January 05, 2012.

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