Chukua SelfieELTON JOHN AIDS FOUNDATION : NON-PROFIT
How do we get the 18 to 24 year old, sexually active Kenyan man to self-test for HIV?
Develop a symbol anchored on a movement by and for the youth to make HIV self-testing as natural as applying cologne.
We immersed ourselves in the lives of 18-24 year old men in Kenya to understand the things that drive and make up their lives. After several immersions and focus group studies, we unpacked the secret sex lives of Kenyan youth.
It was clear that a radical campaign was the way into our audiences’ lives and drive conversations around self testing. After crafting the idea, we held several concept studies with the target audience to ensure our message got across. The selfie became an internal self examination of our audiences’ best self.