Ogilvy South Africa



The Brief

South Africa has the highest HIV infection rate in the world. NGO’s have been relentlessly fighting the epidemic, but sadly their messages don’t seem to resonate with the youth. So how do we get this demographic to pay attention?

On world Aids Day, MTV launched a campaign to urge the youth to break the stigma by knowing their status. The MTV #FCKHIV campaign inspired the youth to “give HIV the middle finger” by simply changing the finger that is usually used to get tested. Instead of using the index finger, we asked the youth to switch to the middle finger.

The Solution

We took MTV’s animation art direction and fused it with an underground South African music genre called, Gqom. We then personified and animated sperm in vibrant colors to bring a new perspective to the typical HIV design approach.