HIV/AIDS has embedded itself in life but information has also become buried. Misconceptions about HIV/AIDS are growing, especially among young people. Just one in three young people believe that there is a vaccine to prevent transmitting the virus or that it is curable. To right those wrongs, French NGO Sidaction and its agency The Good Company launched Les Clics de la Tentation (Clicks of Temptation), an awareness-raising campaign that uses clickbait content to combat preconceptions and prejudices.
Sidaction is determined to put a stop to false information and preconceived notions, believing that information – the right information – is essential for protecting oneself from HIV/AIDS and risky practices. Misconceptions are proliferating but online, information about HIV/AIDS isn’t finding a receptive audience, with a large majority of young people (incorrectly) claiming they know enough (79%). So The Good Company is using clickbait to spread truths about HIV faster than falsehoods. Who hasn’t fought the temptation to click on a clickbait headline, sometimes funny, sometimes trashy, always provocative … and often, fake?
According to a survey among young people aged 15 to 24, conducted by Ifop on behalf of France’s leading organisation in the fight against HIV, Sidaction, preconceived ideas about HIV/AIDS continue to thrive and are even making historic progress (indicators are at their worst level since 2009). 30% of young people believe that the AIDS virus can be transmitted by kissing an HIV-positive person (+13 points compared to 2022). A quarter believe that HIV is transmitted by sitting on a public toilet seat (+ 8 points), drinking from the same cup as someone with HIV (+ 10 points) or sharing a dish (+10 points).
The Sidaction Clicks of Temptation campaign was designed to generate discussion by mimicking clickbait codes and content, and to counter preconceived notions about HIV/AIDS. With the participation of French singer/actress Shy’m (905K followers) and influencer Shera Kerienski (1.4M followers), the campaign mirrors the most clicked content with 5 short videos:
- Reality TV show clash
- Shera introducing a brand new, miraculous product, a patch that gives you an orgasm in seconds
- Viral video of a fan approaching Shy’m in a restaurant
- Adorable dog who knows how to talk
- iPhone video showing teenage couple driving at night spotting the ghost of the White Lady
Each video begins as the tantalising headline promises, and is soon interrupted when a Sidaction scientist steps in to share vital information about treating and preventing HIV/AIDS.
Orchestrated by Values.media, the media strategy was designed to use the formats that generate the most clicks and deliver the right clickbait content in the right place, at the right time, on digital and social networks: native ads, digital banners, teaser videos, pre-rolls…The entire campaign can be found on a dedicated website, LesClicsDeLaTentation.fr, providing access to reliable resources on the prevention and transmission of the virus.
Kicking off on World Aids Day, December 1, the campaign achieved 3M € in earned media and 264 impressions and impressions. Most importantly, the campaign received 8.8 M clicks and, to date, has driven over 105,000 visits to the site.
Credits:
Agency: The Good Company
Agency Management: Luc Wise, Julien Quidor dit Pasquet
Creative Director: Nicolas Gadesaude
Art Director: Eva Huguet
Copywriter : Joelle Elhajj
Motion Designers: Sheena Maucuer, Simon Leduc, Joackim Henein
Strategic Planning: Nina Kurose, Lisa Gache
Account Manager: Lisa Buisson
Advertising Manager: Garance Askevis
TV Producer: Barbara Vaira
PR Manager: Nicolas Brodiez
TV Production: Gang Life
Director: Dimitri Grimblat
Production Manager: Etienne Druilhe
Production Assistant: Luna Loy
Director of Photography: Brian Camusat
Chief Editor: Raynald Lellouche
Grade: Niels Michon @ Everest Studio
Post Production: Bandapart
Post Production Manager: Nicolas Berillon
Sound Production: Octopus Production
Sound Director: Claire Paillot
Website Production: CPTN
Creative Developer: Jacques Decazes
Media Agency: Values.media
Project Management: Clémentine Laurent
