Abbott, the global healthcare giant, knocked on our door to bring their LinkedIn game to the next level and create an awareness campaign for World AIDS Day. Their goal was to raise awareness about their role in ending the HIV/AIDS pandemic, with a focus on the UNAIDS 95-95-95 targets and healthcare professionals in countries with the largest HIV gaps.
The challenge? To turn fear into a bold, creative movement and encourage people to get tested for HIV. We came up with four compelling concepts, but it was #HIVHUSTLE that caught Abbott’s eye. Unfortunately, that phrase was already taken by the government and social grant seekers, so a new phrase was born: “Rise Together.” The campaign was a smashing success, with engagement rates doubling the benchmark and video ads almost doubling the view-through-rate benchmark. Not bad for a little creative hustle, eh?