mtv

background

To support the release of the new MTV show ‘Me, Myself and HIV’ on World Aids Day (1st of December 2010), we were briefed to create the online destination for the show.

Whilst providing all the show-related content available including character information and exclusive online footage, the destination had to serve one core objective: encouraging young people to get tested.

We wanted to create a destination to reach out to as many people as possible and then enable them to visualize this reach. The campaign needed to break down the stereotypes surrounding HIV and provide clear educational messages, particularly around testing. It was important to change peoples perceptions by opening up dialogue around HIV, driving home the message that it can happen to anyone.

what we did

We created a fully interactive site with two key features; The Sex Test, and the World Testing Map. We wanted these two features to be a driving force behind encouraging young people to take a HIV test. The Sex Test was a blend of irreverent and factual questions about sex and HIV which challenged people to test their knowledge of the subject and then post their scores on to Facebook and Twitter. Questions were designed to address some of the wider, less well known issues concerned with HIV whilst maintaining the fun element.

The World Testing Map was a live interactive map of the world, which charted the location and volume of people who had pledged to get a HIV test through the site. Visitors to the site could pledge to get a HIV test by simply putting in their age, sex and location. The map also showed the number of times the site had been shared across Facebook, Twitter and by email, updating in real time. This allowed visitors to the site to visualize how the campaign had spread.