Awards > Winners

Client	OJUS MEDICAL INSTITUTE
Product	SWINE FLU & AIDS PREVENTION
Entrant	GREY WORLDWIDE INDIA Mumbai, INDIA
Type of Entry	Product/Service
Category	Public Service, Charity & Fund Raising
Title	AIDS MASK
Product/Service	SWINE FLU & AIDS PREVENTION
Entrant Company:	GREY WORLDWIDE INDIA Mumbai, INDIA
Advertising Agency:	GREY WORLDWIDE INDIA Mumbai, INDIA
Credits

Name	Company	Position
Shalini Dam	Grey Worldwide, India	National Creative Director
Rohit Malkani	Grey Worldwide, India	Executive Creative Director
Bhavesh Kosambia	Grey Worldwide, India	Associate Creative Director
Avinash Rebello	Grey Worldwide, India	Creative Group Head
Arun Ganesh	Grey Worldwide, India	Copywriter
Yogesh Khairnar	Grey Worldwide, India	Art Supervisor

Results and Effectiveness:

It was a time when the mask was the most sought after method of precaution from swine flu. People were ready to shell out any amount of money to buy a mask. Therefore, the free mask distribution activity generated phenomenal response among the people of the city. People were already flocking towards the Ojus representatives, for their free masks. But, it was the unlikely placement of the message on the mask that took them by surprise. Some of them smiled, some read it aloud, some showed it friends. It, basically, got them all thinking. About AIDS, about condoms, about life.

Creative Execution:

The solution came in the form of a swine flu mask, but with an appropriate message: "126 people succumb to swine flu and you wear a mask. 25 million have died of AIDS. Do you use condoms?" We printed this message on swine-flu masks and distributed them for free, across the city of Mumbai.

Insights, Strategy and the Idea:

In August, 2009 India was grappling with Swine Flu. The dreaded disease had claimed about 126 lives, till that time. But there was also a disease that had already claimed more than 25 million lives in the last 25 years. Therefore, we decided to reawaken the need for awareness about AIDS, while also provide protection from swine flu.