Emory University - "Google Ads1" by PHNX Awards 2024
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| Title | Google Ads1 |
| Agency | Mazdi |
| Campaign | The True Test of Love |
| Advertiser | Stop HIV |
| Brand | Emory University |
| Date of First Broadcast/Publication | 2023 / 5 |
| Product | STDs Test |
| Story | The context Homosexual relationships among Latinos in Georgia are increasingly impacted by STDs. Moreover, they often struggle to find someone to talk to, as being gay remains taboo in their home countries. Idea Latinos believe that there is an important step in every relationship... We call it the test of love: It is that first intimate moment between a couple. Anchored by this insight, we redefine this belief and turn it into a TRUE TEST OF LOVE. Execution We partnered with Raúl, a gay immigrant, as our spokesperson. He engage with the community on platforms like Grindr and TikTok. As his recognition grew, so did our connection. Here's how we get involved: sending suggestive messages and having a real person answer questions in real-time about sexuality, inviting them to take the TRUE LOVE TEST (STD) Results We saw a 500% increase in tests compared to previous campaigns, with 342 DIRECT CONVERSATIONS initiated. And the community gained an influencer on the subject. Today, Raúl is recognized in the community as a spokesperson for improving sexual and reproductive health. For us, clustering a person could potentially save 1.2K people from being infected = 16% latino HIV cases in US |
| General Manager | Sebastián González / Mario Zuluaga |
| Art Director | Andrew Rendón |
| Creative Direction | David Socha |
| Planning Director | Tania Negrete |
| Designer | Steven Amaya / Gonzalo Chacón / Lina Soto |
| Project Manager | Laura Sandoval |
| Copywriter | Sebastián Medina |
| Motion Designer | Andrés Castiblanco |