In the US, MTV has launched an online project to raise awareness of HIV among the youth public. The site, called Pos or Not, is conceived like a quiz game: visitors are presented with a series of profiles (like in online dating sites) featuring some information about the person in the photo and a key question. Is the girl or the guy HIV positive or negative?
As in real life, it’s impossible to guess the answer. Your intuition can’t help you, so don’t take risks. The initiative is sponsored by the Kaiser foundation and tries to take advantage of the viral effect of the “game” prompting visitors on every page to pass the link to a friend. via Osocio.
In the UK the British Heart Foundation has recently launched the Food4Thought website with the aim of promoting healthy lifestyle to children.
The site is a sort of adventure game, where children play exploring a virtual city full of junk food advertising messages. As explained on NMA, the idea of the BHF is to run a digital campaign that employes the tactics used by snack brands which continue to advertise through child-focused sites.
From the UK, a nice project by the British Heart Foundation to explain young people how the heart works and how to keep it healthy.
The topic is tricky, and the audience is even more complicated to reach and understand, so it’s quite interesting to browse around and discover the tools the BHF has decided to use to deliver the message. The agency is Positive Digital.
Today, the European Union started an interesting anti-smoking campaign. Via NicoMarket.com several spoof products, which will stimulate the negative side effects of smoking, are promoted. My personal favourite is NicoClean, a face cream enriched with tobacco extracts. “With Nicoclean, you can add ten years to your look in less than one week.” Campaign is planned by Isobar, created by Ligaris and seeded by GoViral.
Original concept and excellent execution for this campaign by H2e for the Bundesverband Tierschutz, a German association which fights for Animal Rights. Found on Brainstorm #9 where you can find more ads belonging to the same campaign.
A strong guerrilla campaign done in France by Médecins du Monde to get people’s attention on the drama of clochards sleeping and dying on the streets every winter because of the cold. Copy says: Every winter, hundreds of homeless die on the sidewalks. React. The agency is Euro RSCG C&O. Maybe it’s not an extremely original concept (I believe a lot of campaigns for road safety have been already using it) but it’s new the problem they apply it to. via Houtlust.
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