Bronze - AIDS Mask
Issue 17 | December 2010
Agency
Grey Mumbai
Creative Team
National Creative Director: Shalini Dam; Executive Creative Director: Rohit Malkani; Associate Creative Director: Bhavesh Kosambia; Group Head: Avinash Rebello; Copywriter: Arun Ganesh; Art Supervisor: Yogesh Khairnar
Date
2010
Background
When swine flu came to India, it claimed about 126 lives and there was mass panic.
The irony is that Aids in India has claimed more than 25 million lives in the last 25 years yet no-one appears to be concerned.
The Ojus Medical Institute saw offering protection from swine flu as a way of raising awareness of the bigger problem, Aids.
Idea
Masks to protect the wearer from swine flu were distributed for free across Mumbai.
Each mask came with the message, ‘126 people succumb to swine flu and you wear a mask. 25 million have died of AIDS. Do you use a condom?’
Results
The masks were well received and the message prompted conversations there and then as well as online, about AIDS, about condoms, about life.
Our Thoughts
In scrutinizing the work, we thought clarity and strength were essential, as well as a vivid sense of narrative. For us, the Mask idea fully realised the potential strength of the message by contrasting one issue against another that was gripping society at the time.