The Philippines is home to Asia's fastest-growing HIV epidemic. Over the last 10 years, HIV cases have seen a 411% daily increase, with nearly 60% affecting Men who have Sex with Men (MSMs). In this predominantly Catholic country, HIV self-test kits aren't even available in drugstores or health centres.
Unmasking the Silent Epidemic: Tackling the HIV Crisis in the Philippines with Innovative Self-Test Kits
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test kit enquiries within the first 3 months
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test kit orders within the first 3 months
The Challenge
The Philippines is home to Asia's fastest-growing HIV epidemic. In the last 10 years, HIV cases have seen a 411% increase, with nearly 60% being Men who have Sex with Men (MSMs). And in this largely Catholic country, HIV self-test kits aren't available in drugstores or health centers.
The Solution
Together with HIV advocacy group LoveYourself, Dentsu Creative Philippines designed sexy posters of men with tempting hook-up invites. The pixelated part obscures the private parts but doubles as a QR code that enables users to get free HIV test kits. The double entendre copy serves as a naughty call to action and call to request for the kit. The posters were placed where the "fun" happens — nightclubs, bars, gyms, even a random alley.
The Results
Within just the first three months of the launch, there has been a 13% increase in HIV test inquiries and over 31,000 orders.
Innovating to Impact
Dentsu Creative Philippines and LoveYourself have united to launch a powerful campaign aimed at combating the increasing HIV cases in the Philippines. By leveraging QR codes, this collaborative initiative encourages users to scan and test regularly, thereby empowering individuals to take control of their health and prevent the spread of HIV. This innovative campaign not only helps reduce the fear associated with testing but also provides easy access to life-saving healthcare test kits. Together, Dentsu Creative Philippines and LoveYourself are championing a cause that can make a significant impact on public health and well-being.
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