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.