One in four people infected with HIV doesn't know it. And medical experts say that 50 percent of transmissions come from people who are most infectious to others immediately after they've been infected. Rapid HIV testing differs from conventional HIV testing in that it allows us to get the results of the test ready in just five to 30 minutes. How to promote the new HIV rapid testing? It only takes a finger to get it done... To administer a rapid AIDS test by sampling a drop of blood on top of your fingertip. To bring this simple concept to life, we imagined SEXY FINGERS - a sexy and hot campaign.

Launch the campaign
Published
September 2012
Topics

The Story

One in four people infected with HIV doesn't know it. And medical experts say that 50 percent of transmissions come from people who are most infectious to others immediately after they've been infected. Rapid HIV testing differs from conventional HIV testing in that it allows us to get the results of the test ready in just five to 30 minutes. How to promote the new HIV rapid testing? It only takes a finger to get it done... To administer a rapid AIDS test by sampling a drop of blood on top of your fingertip. To bring this simple concept to life, we imagined SEXY FINGERS - a sexy and hot campaign.

The idea was to play with your fingers. And the main way to bring this concept to life was at first to develop an app. From this, we also designed and developed a website, where your mouse became a hand to play mini-games and spread the word.

The Technology

The Results

News of the detection test spread across all the major French media outlets. Sexy Fingers was features on more than 200 blogs worldwide. There were more than 500,000 unique visitors on the website, almost 700,000 views on YouTube and more than 1,000,000 views of all videos platforms combined (YouTube, Dailymotion, Vimeo...). We recorded a 300% increase in fast-detection tests in France over six months. All for a media budget of zero Euros.

700k

views in YT

Launch Date July 20, 2011