MERCADEO Versión en español
Miss Hivaria from Dieste put HIV prevention on the table
Manuela Walfenzao| 16 de junio de 2015
Gracias a Miss Hivaria los tests de VIH en el campus de la Universidad de Florida aumentaron en 352%
The International University of Florida decided to raise awareness about HIV on their campus. In the framework of the Miss Universe Pageant, event that was celebrated in the university, they partnered with Dieste to make an activation called Miss Hivaria.The activations consisted of including in the beauty pageant a miss that the agency made up, who came from Hivaria, a fictional country that refers to the disease. Miss Hivaria attended TV and radio programs where she spoke about HIV. The virus was included in conversations on social networks about the Miss Universe. Days before the contest, the girl visited the university to get an HIV test and invited the students.After she revealed her identity and said that the 35 million people with HIV in the world were the inhabitants of the country she represented. HIV tests on the campus increased in 352% after the campaign.This initiative will compete in Cannes Lions 2015 and the creatives behind it are: Paco Olavarrieta, CCO; Ciro Sarmiento, Executive Creative Director; Marina Cuesta, Associate Creative Director; Samyr Souen, Senior Art Director; José Benitez, copywriter; Francisco Cárdenas, Digital Director; Jesse Echevarría, Community Manager; Ixchel Sheehan-Matte, Translator; John Costello, Agency Producer; Carla Eboli, RR PP; J. Carlos Maya, Executive Producer; María Durán, Production Assistant; Alina Robert, Miss Hivaria; Belkola, Designer and Stylist; Mauricio Candela and Agatha Bober, photographers; Valerie Giraud, stylist; Moisés Cabello, camera and Viviana Ramos and Michelle Posada, models. Did you like this piece? Share your opinion with #PalpitandoCANNES and follow us on PRODUPublicidad.
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