To raise awareness about AIDS prevention, we launched a bold Facebook action on December 1st, World AIDS Day. Using a loophole that hackers exploited for extra clicks, the agency posted two provocative videos–one featuring a man, the other a woman–on a radio station’s profile.
Curious users clicked, only to be met with this message: "HIV works the same way—you get distracted, catch the virus, and share it without even realizing it. Check your wall. Always protect yourself. December 1st, World AIDS Day." The video was automatically shared on users’ profiles, mimicking how a virus spreads. It gained such traction that Facebook eventually took it down–but not before reaching over 1 million people and racking up 60,000 views in just six hours.

Role: Creative / Senior Art Director