A viral campaign in every sense of the word
TBWA's latest campaign for the Department of Health publicises the availability of HIV/Aids testing across the country in an oblique and humorous manner, harnessing the creative power of disruption thinking. The setup is that calls to a (fake) sex worker's number, advertised in the newspaper classifieds, are recorded as the woman offers her services and then tries to persuade callers to get their HIV status checked.
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The "sex worker" is an actress with a very realistic script and the callers' voices have been disguised. The humour is in the same vein as the many hoax calls radio stations place to members of the public.