HPB introduces ‘HIV credit card’

Singapore - HPB recently ran another DDB-created HIV/AIDS campaign, this time targeting male PMEBs and aiming to dispel the myth that they are less likely to contract the virus.

The year-long campaign draws parallel to being a credit card member to echo PMEBs' materialistic ethos, introducing a ‘HIV credit card' which has no prerequisite for membership. Through this, it aims to convey a message that anyone has a risk of getting AIDS - even PMEBs.

The campaign creatives are modelled after typical credit card communications through the visual of a couple flashing a prestigious-looking credit card accompanied by the copy ‘Because there are some things in the world money can't buy' - referring to immunity from HIV. Wholly painted taxis carried the advertisements while ‘HIV credit card promoters' handed out flyers at high traffic areas to garner attention of the target audience.

"I think the HPB is very sophisticated in its use of segment marketing, so there will be more outreach programmes including for women to protect themselves and the mass strata, lower-educated. In all, this approach has proven to be more penetrative and effective," David Tang, CEO of DDB, said.