Strategy - PR Activation - Facebook App Concept and Build
Brief: Grow sexual health awareness for Dublin Aid Alliance, by creating a sub brand/tagline to help connect with the target audience.
Solution: We developed the campaign "Just Carry One", a simple message that translated perfectly across all mediums. As part of the campaign, we created a Space Invaders style Facebook game (at the height of the platforms popularity for this demographic) which challenged users to protect their friends from dangerous STI's. An overall prize incentivised their participation and the campaign spread virally due to the notifications that friends of players were receiving - "James saved you from Gonorrhea!"
The campaign was a great success, with over 20k organic Facebook likes and a similar number of game sessions recorded.