Teens generally think that HIV/AIDS is not about them, and health issues are not of concern to them overall. On the other hand, HIV testing is a big deal actually, it can be scary.
Knowing that teens tend to do crazy or risky things to show-off, get attention, feel adrenaline or because others do it, we made HIV testing a part of the world of challenging entertainment, so when you do it – it’s a bold move.
With the help of the celebrity — UNICEF Ukraine’s friend multi-artist MONATIK — we dared teens* to test for HIV. We made a real-life experiment: the artist did all the exciting things he likes — skateboarding, dancing, trampoline jumps — and HIV test. We measured his heart rate in the process to prove: if one seeks an adrenaline rush, he or she should definitely test for HIV.
*In Ukraine 14+ teens can anonymously test for HIV without parents consent.
This professional campaign titled 'Adrenaline Experiment' was published in Ukraine in February, 2018. It was created for the brand: Unicef, by ad agency: Be-it. This Film medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 5 years ago.
Advertising Agency: Be—it Health & Social Impact, Kyiv, Ukraine
Creative Director / Copywriter: Oksana Sorzhulenko
Designer: Anastasiya Turchynets
Director: Nataliya Olbert-Sinko
Project Director: Olga Inozemtzeva
Head of Production: Yulian Ulybin
Director: Nick Globak
DoP: Max Shkrid
Producer: Sergey Sobchenko
Style: Helen Bogdanova
MuA: Liza Vailo
Post-production: Dima Smirniy