Mr HIV and the fight to save the humans
New animated website takes edu-tainment message to young people
HONG KONG, July 02, 2009 /24-7PressRelease/ -- A global online campaign and website http://www.vir.us has been launched by Standard Chartered Bank as part of its commitment to raise awareness and provide education about HIV and AIDS. The global social media campaign centres on an interactive, informative website with very entertaining animated web-Learning modules.
The campaign concept is based on the Bank's preventative intervention strategy. "As there is no cure or vaccine for HIV, the only way to tackle the virus is to prevent new HIV infections - either by stopping people getting the virus in the first place, or preventing people who are HIV+ from passing it on. Education is a key component in achieving this: knowing the facts allows people to make safe lifestyle choices," said Vanessa Green, who heads the Bank's HIV and AIDS education programme. So, the special 'Anti-HIVirus software', offered free of charge on www.vir.us, arms visitors with the knowledge to protect themselves against HIV and AIDS and helps to dispel the myths that drive stigma. The campaign was developed by TBWA TEQUILA Hong Kong in association with Standard Chartered.
The story of Mr HIV and his plan to attack and destroy the human race is told through six fast-moving animated video modules. The website also incorporates hard facts about HIV and AIDS; blogs from the Bank's HIV Champions in various countries; a real time counter; an interactive map tracking the number of people protected through the website; and features partner organisations working with Standard Chartered on HIV education.
The Bank has committed to the Clinton Global Initiative to educate one million people on HIV and AIDS by 2010. Since 2007, through partnerships, the Bank has commitments to educate 450,000 people and has conducted face-to-face training for 140,000 people. This is part of its commitment to the Clinton Global Initiative to educate one million people on HIV and AIDS by 2010. Visitors to www.vir.us that successfully complete the interactive HIV related quiz will count towards this education target.
"Vir.us is aimed at providing information to the 15-24 year old population, who account for 45% of new HIV infections. Animated movies have been hugely popular recently and we took a similar approach to engaging people in HIV and AIDS education. We wanted a way to reach out to large numbers of young adults. Given our target demographic, social media was exactly the medium we needed to collectively engage everyone," said Aman Narain, Group Head of Internet & Mobile Banking.
"Standard Chartered is constantly looking for innovative approaches to engage customers and communities and we are excited about the potential www.vir.us brings to help us tackle an existing problem in a new way," added Joyce Lee, Head of Public Websites.
The global social media campaign, including viral videos, builds noise and awareness with supported paid-media, to encourage both individuals and corporate partners to participate and in turn become champions of the initiative.
"The key challenge was to come up with a creative idea that could actively engage broad audiences and teach them about HIV and AIDS without preaching. To do this, we developed the 'Anti-HIVirus software' idea, delivered through a series of six very entertaining, animated films that stealthily educate at the same time. The star of our films is Mr. HIV and we follow the ambitious character on his quest to become AIDS. Along the way, people learn what HIV and AIDS are, how it is spread, prevention, the importance of testing, and how to live with the virus. It's true edu-tainment," said Joanne Lao Managing Director, TBWA TEQUILA Hong Kong.
HIV and AIDS education is part of Standard Chartered's sustainable investment strategy, which also addresses avoidable blindness, malaria, women's empowerment and protecting the environment.
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