| Brand | HEPP. ATTITUDE POSITIVE |
| Product/Service | HEPATITIS AWARENESS |
| Entrant | JWT Beirut, LEBANON |
| Category | Premiums & Giveaways |
| Entrant Company: | JWT Beirut, LEBANON |
| DM/Advertising Agency: | JWT Beirut, LEBANON |
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.
Creative Execution
Misleading red roses were 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.
Describe the creative solution to the brief/objective.
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.
Results
In the hopes of reaching thousands of people who are about to probably commit potential fatal mistakes on that very occasion.
Credits