Who: AIDS Prevention Platform
The AIDS Prevention Platform is a group of associations which have come together around a common goal: the prevention of AIDS and the promotion of health. Its main missions are as follows: to support the main players in AIDS prevention; to combat stigmatisation and discrimination; to promote solidarity between the HIV-positive; to promote health around themes developed as part of campaigns and to implement these campaigns. These roles are funded by the Health Ministry of the French-Speaking Community.
There are two key moments each year:
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World AIDS Day, of which the aim is to raise awareness among the population and to create real solidarity between those who are HIV positive and non-sufferers.
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A “summer” campaign targeted more precisely at the young. The aim is to increase their awareness about the ways AIDS is transmitted and to make condom usage more widespread.
Why: launch of the “summer” campaign 2008
IDWEAVER's role is to put in place a buzz marketing action as part of the AIDS Prevention Platform's annual “summer” campaign. From conception to integration by way of production of graphics, IDWEAVER has put everything in place to support this operation.
This campaign is designed to inform young people and to promote condom use. It addresses the issue of seduction but also and most importantly that of the factors that discourage condom use.
What: seduction test “What type of seducer/seductress are you?”
This buzz marketing campaign takes the form of a seduction test which invites the web surfer to seduce someone, man or woman, from among various profiles.
At the end of the different stages which they pass through by answering questions, the one about the condom is asked at the moment of conclusion: “Are they going to use it or not?”.
Depending on the choices made during these stages, they will receive their seducer or seductress profile, containing various information including prevention advice.
The web surfer is then invited to transfer their “profile” using our e-mail address import system and to publish it on their Facebook profile or their blog.
Our “What type of seducer/seductress are you?” game will also be included among the Facebook applications.