World AIDS Day is held on December 1 each year. The aim is to encourage all Australians to be aware of HIV and take action to reduce the transmission of the disease by promoting safe sex practices. For the week leading up to World AIDS Day, Crowd Convergence joined with NSW Health to raise awareness and encourage people to get tested for free at a pop up HIV testing van at Taylor Square on Oxford Street.
NSW Health engaged Crowd Convergence to create a social solution that would compliment their campaign to eliminate the transmission of HIV. The social activation needed to capture images and messages of support and reinforce the public health message to get tested for HIV.
A bespoke Twitter and Instagram Wall was created by Crowd Convergence that displayed scrolling #HelpEndHIV Tweets and images featuring messages of support from the public. Interspersed with the Tweets were public health messages promoting free HIV testing and support services. Filtering and moderation were applied to ensure the content was encouraging and aligned with the positive messaging of the campaign. Crowd Convergence supplied the hardware and technical staff were onsite to assist with the seamless social execution.
The social media campaign designed by Crowd Convergence encouraged people to offer their messages and images of support using the hashtag #HelpEndHIV. NSW Health were overwhelmed with the response from the public and were ecstatic with the unique and professional service delivered by Crowd Convergence to bring these messages to life.