Talking Numbers

By Wunderman, Buenos Aires, Argentina

For Fundación Huesped

Highly Commended in category Data Investment Management

WPPED Cream
Project Description
30% of the people who carry HIV without being aware of it are not getting tested. We needed to wake them up, with a powerful, personal and relevant message. We researched Argentina’s general HIV information from health organizations, NGOs, and media. We converted them into insight-statistics, segmenting and personalizing them relevantly for different people, so the message could resonate deeply with the people who went to get their routine blood test. Then, in 70 medical centers across the country, during AIDS week, we modified the machines that assign appointments for routine blood tests. Instead of providing the ticket with a usual appointment number, the machine handed a ticket with a number corresponding to a shocking HIV statistic, relevant to each person. Using geolocation and face recognition technology that analyzed each person’s age and gender we were able to personalized the HIV statistics according to the person requiring an appointment number.
Agency Solution
We converted Argentina’s HIV information into insight-statistics, segmenting and personalizing them to reach different people. In 70 medical centers across the country, from November 25th to December 1st, AIDS week, we transformed the machines that assign appointments tickets in clinics into intelligent computers. Instead of providing the ticket with a usual appointment number, the machine handed a ticket with a number corresponding to a shocking HIV statistic, relevant to each person. Using geolocation and face recognition technology analyzing each person’s age and gender, we personalized the HIV statistics to connect with people. When it was their turn to be called in by the doctor, it’s their ticket’s HIV statistic that was shown on the displays, making them reflect and act on the importance of getting tested for HIV. A video of the activation put on the Foundation website and social media channels, allowing the initiative to be well-known, organically.
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