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India - "THE B-MOVIE STAR"

2013
1m 58s
India
Directed by: McCANN WORLDGROUP INDIA
Produced by: Affection Aids in India

RESULTS AND EFFECTIVENESS:
In the 6 weeks following the campaign, condom sales were 16% up in the areas near the movie theatres. Affection AIDS ran the campaign in 23 movie theatres in 8 towns. Encouraged by the response, our client has extended the campaign to cover 334 movie theatres in 79 towns across India.
CREATIVE EXECUTION:
We grabbed the insight that people are interested in sex not sex education. That was our starting point. We zeroed in on the B-movie screen (Indian adult movies which conceal as much as they reveal) as the medium that would transmit our message. Working with B-movie producers, we inserted a video clip of a woman’s hand giving a condom pack to a man’s hand, which subsequently opens it, into B-movies right before the “sex act” was shown. Thus, the condom became a necessary part of movie sex. The movie screen was the lead medium to propagate our message. Collateral media like posters and hand-outs helped hammer in the message further. A ripple-effect of our campaign was that we found a free medium – the local press.
INSIGHTS, STRATEGY AND THE IDEA:
Our client, Affection AIDS, wanted to take sex education to the Indian masses, particularly to the most vulnerable – the uneducated. Our audience was not likely to be attracted to sex education initiatives. They had a minimal, if any, interest in our brand. For people from the lower economic strata in India, sex is a subject that’s discussed among friends or emulated from movie screens. The client wanted sex education, the audience wanted sex. We found the middle ground – the silver screen – where each could co-exist naturally and provide maximum impact. 

 

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India - "THE B-MOVIE STAR"

 
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