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Radio Mix FM: Mix against AIDS

To educate young people of the importance in preventing AIDS, Quê agency and radio MIX developed an action on Facebook on 1st December, World Day to Combat AIDS. Through a “failure” of Facebook that was exploited by hackers to get some extra hits on their sites, the agency posted on the profile of the radio two videos with sexy appeal, with a woman and a man respectively. Drawn by curiosity, surfers clicked on the video and were surprised by a message at the end: “With HIV is like that: you get distracted, get the virus and shares without even realizing it. Take a look to your wall. Prevent always, December 1, World Day to Combat AIDS. ” The viral idea was shared automatically in the user profile, which ignored the possibility that video is a “virus”. It was so shared that Facebook has come to overturn the action. Yet obtained in only 6 hours more than 6000 views and over one million people affected.

Advertising Agency: Quê, Brazil
Creative Director: Eduardo Almeida
Art Director: Luke Buléd
Copywriter: Milena Zindeluk
Account Managers: Tatiana Soter, Denise Rodrigues, Marcia Perdomo
Planners: Luren Alves, Bruno Altieri
Media: Fatima Rendeiro, Mario Raposo, Rafael Machado, Moraes Elaine, Caroline Hildebrandt, Camilla Araujo

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9 comments

Hadrons's picture
Hadrons
5743 pencils

Brilliant execution.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

andylefty's picture
andylefty
4533 pencils

Worked and good video to explain.

Wordfruit's picture
Wordfruit
1023 pencils

I thought this was already posted...

Anyway, looks like it worked -- till it was stopped by facebook.

fadirahhal's picture
fadirahhal
235 pencils

awesome..

Nomad8's picture
Nomad8
204 pencils

Superb!!! This should've caught quite a few people unawares!

kleenex's picture
kleenex
26878 pencils

The whole idea worked for me.

Karelgp's picture
Karelgp
123 pencils

Muy buena aplicación del medio.

KimKong's picture
KimKong
198 pencils

Love the message and execution. I only wish I had seen it in action on the site.

Nike Diesel's picture
Nike Diesel
13339 pencils

Clever.

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