Ogilvy Group Russia and Transatlantic Partners Against AIDS (TPAA) NGO have launched their first joint project in Russia. This project involves elaboration of a creative concept for the eighth wave of the StopAIDS: Concerns Everyone campaign.
The Russian Media Partnership to Combat HIV/AIDS (RMP), the activities of which are coordinated by TPAA, does a lot of laborious work to attract the attention of the Russian society to the HIV issue. Owing to its efforts, today considerably more people are aware of the disease, of every person’s exposure to it, of the measures of prevention and treatment. However, research shows that the percentage of people who decided to take the HIV test voluntarily or who are planning to take it is still very small in our country.
It is this statistical fact that defined the target for the StopAIDS: Concerns Everyone media campaign for 2008: to encourage young people to take the HIV test after getting information about it on www.stopspid.ru.
Considering the brief, Ogilvy Group Russia elaborated the target for the future media campaign: we would like every person to consider awareness of his or her personal HIV status important and natural. Just as natural as awareness of tomorrow’s weather forecast.
The video clip was directed by Alexei Rosenberg, one of Russia’s most prominent advertising directors. He proposed a new approach for the StopAIDS: Concerns Everyone campaign: transition from an everyday sketch to a metaphor. Alexei and photography director Andrey Makarov managed to achieve special aesthetics in each scene of their clip, which creates an absolutely unusual visual experience. Individual episodes form a litany of events that do not seem to be happening, but that generate continuous development of intrigue.
Ogilvy uses the 360 Degree Branding® methodology, the efficiency of which received high appraisal by virtually all of the agency’s clients worldwide. That is why, in addition to the television clip of the StopAIDS: Concerns Everyone campaign, the agency prepared materials for other media channels – radio, the press and the Internet. All messages communicate a single idea: it is unwise to ignore important information.
Many thanks to all members of the Ogilvy Group Russia team, Alexei Rosenberg, Andrey Makarov, the Ball-Park production studio group, photographer Constantine Filatov, model Anastasia Sorokina and many others who did not remain indifferent to the spread of the HIV/AIDS epidemic in Russia.
Background Information
Ogilvy Group Russia is part of Ogilvy&Mather Worldwide, one of the larges international advertising and communication networks with nearly 500 offices in 125 countries. Ogilvy&Mather Worldwide offers a complete range of marketing services, including advertising, CRM, interactive marketing, public relations and sales promotion. The main objective of
Ogilvy&Mather Worldwide is to help its clients create strong sustained brands through the efficient use of the 360 Degree Branding® methodology.
StopAIDS: Affects Everyone is a project of the Russian Media Partnership to Combat HIV/AIDS (RMP). The Partnership pools communication resources of more than 50 Russian media companies forming an unprecedented coalition to confront the situation with HIV in Russia. The Partnership’s StopAIDS campaign is targeted at increasing the level of awareness about HIV/AIDS in the society and includes a comprehensive media campaign (TV, radio, printed publications, outdoor media, cinemas, consumer products), integration of the HIV/AIDS issue into information, analytical and entertainment formats, access to information resources, briefings and seminars for media organizations and journalists, special projects aiming to involve target communities in combating HIV.
Activities of StopAIDS and the Partnership are coordinated by Transatlantic Partners Against AIDS (TPAA), an NGO. The Henry J. Keiser Foundation, Viacom and UNAIDS provide expert, technical and financial support in production of StopAIDS campaign materials. The Bill and Melinda Gates Foundation, the World Bank Group and the US Agency for International Development (USAID) finance the StopAIDS campaign through special grants to TPAA. You can find out more about the Partnership and TPAA on www.tpaa.ru.
