GSK

Touch

Consumer Insights
Creative Strategy
Campaign Strategy
Communication Strategy
Core Idea Development
Campaing Creation
Digital Ad Film
Community Management

Summary

HIV is a disease that remains misunderstood by many people, with limited awareness on how it spreads, how to get tested, and how treatment works. Due to this lack of understanding, people fear even touching HIV+ individuals.

To break this fear and raise awareness, we created a campaign to be launched on World AIDS Day, December 1st, with the theme #Dokun (Touch) for GSK Türkiye. The campaign encouraged people to “touch” and connect with the stories of those living with HIV.

Creative Approach

Campaign Message: We wanted to shift perceptions about HIV+ individuals by encouraging people to “Touch and listen to HIV+ life stories,” “Touch and learn about testing and treatment,” and “Touch and offer support.”
Digital Experience: Through social media, search ads, display networks, and the dedicated website kendinicin1aralik.org, users touched the fingerprints displayed on the screen to connect with HIV+ individuals’ stories, learn about the disease, and find out more about testing and treatment options.
Offline Engagement: We used the metaphor of an interactive mirror to symbolize the moment of empathy and confrontation with HIV. This touch-enabled mirror was placed in specific locations to provide an unexpected and impactful experience for people offline.

Launch & Marketing Strategy

Teaser Campaign: Leading up to the launch, we created teaser content to build anticipation and awareness.
Continuous Awareness: We ensured the campaign wasn’t limited to just December 1st, but extended throughout the year, marking key dates and keeping the conversation about HIV awareness alive.
Offline Interaction: The interactive mirror allowed people to engage physically, creating a memorable and emotional experience at unexpected moments, reinforcing the campaign’s message and fostering empathy.

Results