On the day before World AIDS Day, netizens were greeted with the one thing they couldn't ignore online. Loads of typos. In article after article, infecting popular websites. These articles were HIV-fied using a java script and generator. With this simple script, the articles and sites were infected. An “H” was added to any word with an “IV”, or a “V” to any letter sequence of “HI”. In effect, an article could contain over 20 typos reading “HIV”.
As people scrolled down to comment on the errors, the message hit them – HIV could be part of anyone’s story. Clicking on the link gave them information on how and where to get tested, counseling, and where to get support. With absolutely no media budget, the campaign generated 59 million impressions worth over $500,000 in earned media. On LoveYourself’s website, the sections on ‘HIV Test Sites’ and ‘I want To get Tested’ got +500% more visits.
More importantly, HIV testing through LoveYourself’s testing facilities increased by 60%, making 2015 a record testing year in its history. From an average testing rate of 718 monthly in 2014, testing increased to 1,066 in the first month of the campaign (December 2015), and continued to increase to 1,425 in January 2016, and 1,357 in February 2016. Truly a campaign and an issue no-one could ignore.