CASE STUDY – Take a Position – The Kama Sutra Traffic Light on World AIDS Day
For decades, campaigns have been drawing attention to the dangers of HIV and AIDS. But fewer and fewer people are interested in them. They are often perceived as being to didactic and moralising. Our task was to sensitize young target groups to the topic of HIV/AIDS prevention in an entertaining way.
BEFORE THE EVENT – SURPRISE THE TARGET GROUP
We surprised them!
DURING EVENTS – LIFE IS LIFE
With a unique, humorous action we succeeded in amazing night owls on the Reeperbahn in Hamburg’s red light district St. Pauli and managed to draw their attention to the issue of safe sex.
On World AIDS Day, the “Kama Sutra Traffic Light” together with the message “Take a Position” set a signal for safe sex and regulated intercourse.
A condom vending machine at the stoplight created quite a stir. Instead of turning green at the push of the button it dispensed a total of 3,000 condoms.
Access to the landing page and the campaign’s presence on Facebook could be obtained via QR codes. On-site information and advisory teams of the Hamburg AIDS Relief Association gave information on additional offers.
AFTER THE EVENT – THE EXPERIENCE CONTINUES
The Kama Sutra Traffic Lights increased public awareness to the Hamburg AIDS Relief Association. They recorded four times as many inquiries.
“Take a position” is the most successful campaign of its kind. On Facebook, 3,500 people commented on the event and shared the video.
Conclusion: The campaign provided for good mood and safe sex among the night owls. The debate on this issue continued on the Internet long after the event. The customer is impressed. Jörg Korell, Managing Director of the Hamburg AIDS Relief Association, summarised the result as follows: “The surprising, fresh and unusual campaign is an effective support for our ongoing work”.