SEXY FINGERS
Open the game- Brand
- AIDES
- Year
- 2011
- Objective
- Awareness
- Industry
- Non-profit
- Platform
- Web
- Agency
- Frenzy
- With
- Flairs
- With
- JWT Paris
- With
- anonymous
Objective
AIDES, a French HIV/AIDS nonprofit, launched an awareness campaign in July 2011 to promote rapid HIV testing (TROD - Rapid Diagnostic Orientation Tests) as a newly authorized practice in France. The rapid test delivered results in 20 minutes using only a fingerprick sample and could be administered by trained non-medical personnel. The campaign targeted youth with a provocative, playful interactive experience to destigmatize HIV testing, departing from traditional fear-based public health messaging.
Solution
AIDES and JWT Paris created an interactive music-based game distributed via Android app and sexyfingers.org website. Players used touch gestures—stroking, pulling, and tapping—to animate animated 'organs' that produced musical sounds (guitar, percussion, keyboards). The game featured free-play and 'Challenge' mode where players chained instruments to reproduce sound loops. The campaign strategy seeded a music video to influencers, then invited users to play before exposing them to HIV testing appointment information. The tagline 'One finger is enough to play, but also to get tested for HIV' combined playful double meaning with direct health messaging.
Results
The campaign received industry recognition including FWA Site of the Month in August 2011 and a Silver Lion award at Cannes in June 2012.
