| Brand | HEPP. ATTITUDE POSITIVE |
| Product/Service | HEPP. ATTITUDE POSITIVE |
| Entrant | JWT Beirut, LEBANON |
| Category | Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
| Entrant Company: | JWT Beirut, LEBANON |
| Design/Advertising Agency: | JWT Beirut, LEBANON |
Brief Explanation
Lebanon is at the height of a sexual revolution, coupled with increasing cases of drug abuse. Consequently, cases of sexually transmitted diseases and HIV have almost doubles in the past two years. Therefore, the creative solution was to create a direct mailer, aimed at vulnerable communities, communicating the dangers of unprotected adventurous behavior.
The Brief
Hepatitis C is a dormant infectious disease that spreads by blood-to-blood contact. Raise awareness around Hepatitis C and raise funds for the NGO Hep Attitude Positive.
How the final design was conceived
Misleading red roses were developed and distributed to all couples on Valentine’s day, put in what looked like a test tube filled with contaminated blood. The message on the tube warns of the dangers of unprotected sex.
Indication of how successful the outcome was in the market
In the hopes of reaching thousands of people who are about to probably commit potential fatal mistakes on that very occasion.
Credits