Best practice from immediate future
Late in 2007, BBC Learning created G.I. Jonny, an HIV-fighting action hero, in response to its own research which highlighted a worrying trend – high levels of ignorance and complacency about HIV among 16 - 24 year olds.
This was particularly worrying given the Health Protection Agency’s report that the number of new diagnoses has continued to increase in the past 10 years.
The last significant national campaign focusing on HIV in the UK was 20 years ago, so the BBC felt that the time was right for a viral information campaign to raise awareness of HIV in the UK targeted at 16 - 34 year olds.
Immediate future were faced with two challenges:
1. To present the correct facts about HIV in the UK, and highlight the risks of catching HIV
2. To make these facts engaging and relevant to our target audience
Click the link below to read how they engaged a traditionally had to reach audience.
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