‘AIDS is Still a Big Deal’ is an innovative web-based campaign that is a collaboration between NY Public Health professionals, New York University and three-time Emmy Award nominated LGBT series, ‘In The Life.’
The special ‘webispode’ for the month of December 2008 is a response to the dangerously growing misconception that AIDS is not a ‘big deal’ anymore and the alarming rise of high-risk behavior among HIV+ young gay men.
The campaign is designed to ‘speak’ the same language as the young audience it is targeting and address the issues through circumstances they are familiar with. This is achieved by telling the story of a young NYC gay man who meets sex partners on the Internet.
Watch the two episodes, 'The Morning After' and 'The Test' below.
Why This Trend Is Growing
- Web-based Awareness Campaigns
- Disruptive innovation opportunity: Develop interactive and engaging webisodes to raise awareness about important social issues.
- Targeted Messaging
- Disruptive innovation opportunity: Utilize personalized messaging to effectively reach specific audiences and address their unique needs.
- Collaboration Across Industries
- Disruptive innovation opportunity: Foster collaboration between public health professionals, entertainment industry, and academia to create impactful campaigns.
Industries Being Reshaped
- Public Health
- Disruptive innovation opportunity: Leverage technology and digital platforms to deliver crucial health information and promote behavior change.
- Entertainment
- Disruptive innovation opportunity: Produce compelling and informative content that tackles social issues and raises awareness among diverse audiences.
- Education
- Disruptive innovation opportunity: Incorporate innovative teaching methods, such as webisodes, to educate and engage youth on sensitive topics like sexual health.
