Standard Chartered uses web for CSR drive

CSR   SOCIAL MEDIA   TBWA\ TEQUILA 

Global - As part of Standard Chartered's CSR strategy, the bank has launched a social media campaign and website to raise awareness and provide resources about HIV and AIDS worldwide.

Aman Narain, group head of internet & mobile banking, said Vir.us is aimed at providing information to the 15 to 24 year old population, who account for 45% of new HIV infections.

He said animated movies have been hugely popular recently and they took a similar approach to engaging people in HIV and AIDS education, particularly to reach out to large numbers of young adults.

"Given our target demographic, social media was exactly the medium we needed to collectively engage everyone," he added.

The campaign concept is based on the bank's preventative intervention strategy by using education as a key component to stop people from getting the virus or prevent people who are HIV+ to pass it on since there is no cure or vaccine for the disease.

The anti-HIVirus campaign developed by TBWA\ TEQUILA\ Hong Kong features the story of Mr HIV and his plan to attack and destroy the human race via six animated web learning modules that aim to provide knowledge to protect against HIV and dispel the myths that drive stigma.

The global social media campaign includes viral videos via Facebook and Youtube as well as build noise and awareness on supported paid-media.

Ben Fielding, strategist for TBWA Hong Kong said the social media platforms focuses on more lifestyle interaction rather than the conventional non-profit charity approach such as on blogs and forums related to lifestyle, dating and health and fitness.

Joanne Lao managing director for TBWA\ TEQUILA\ Hong Kong said the key challenge was to come up with a creative idea that could actively engage broad audiences and teach them about HIV and AIDS without preaching.

This campaign is also part of the bank's commitment to the Clinton Global Initiative to educate one million people on HIV and AIDS by 2010. Visitors to the site that complete the HIV quiz will count towards the education target.

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