2011 4A's Jay Chiat Awards for Strategic Excellence
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2011 Jay Chiat Awards Winners

Social Media Strategy—Gold
Starcom Sweden/Le Bureau
The National HIV Council | "F**K TREE"

F**K TREEWhen you have sex with somebody, you're having sex with everybody they ever had sex with. We've all heard it. But in Sweden, the sexually over-ambitious people had stopped listening.

Even though awareness of HIV and STDs was high, only 56% of Sweden's young adults aged 18-29 thought condoms were necessary during casual sex.

We had to be more than provocative. We had to get personal and graphic. We had to seduce the minds of the target, to create advocates who would start spreading the word—among themselves.

Our campaign created a moral panic, generated a media frenzy and became the most talked about campaign in Sweden at the time. What was all the fuss about? For the newly established National HIV council we created and promoted a Web application called the F**K TREE; it generates a tree out of your Facebook friends and their friends to illustrate how many people you've potentially had sex with.

We managed to create a critical mass of word of mouth that generated a 86% increase in discussion in the target group. As an effect it improved the attitude towards condom usage of young Swedes by 27%.

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