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HIV on the Agenda

HIV on the Agenda | FundaciÓn HuÉsped | Wunderman
Download Download JPG | 3506x2479px
Industry: Public interest & Non-profit
Style: Minimalism
Why is this work relevant for Creative Data?

This idea does not only redefine the use of data (since it was the core aspect of a useful and relevant development that achieved a historical result) but it also proves that the intelligent use of information expands the creative horizon of any action.


Situation: During 2018, the World AIDS Day and the G20 Global Summit took place the same day in Buenos Aires, Argentina. And we knew that the 20 most important people of the world were not going to talk about HIV.

Brief: Our aim was to make HIV a worldwide topic of discussion once again. If the issue remains as a global problem the world will be able to find a way to finally eradicate the virus.

Objectives: Demand the G20 leaders to make HIV become a permanent topic of discussion in future sessions of the G20.

Describe the idea/data solution (20% of vote)

Data insights: There are millions of extremely relevant HIV stats across the world to address the issue, but they are rarely tackled and analyzed in detail. We checked more than 15 sources of both global and local data. We crossed those parameters and turned them into the heart of our campaign.

Innovation: In order to be heard we needed to find a way to unveil HIV the common points among the G20 countries attending the Summit never seen before. Something that would really capture their attention. Therefore, we created a setting-up reflecting the statistics using the countries’ most representative icons: their flags.

Originality: The information we got was used to transform the different flags into an interactive bar chart. Their masts moved up and down according to each HIV index, generating an immediate impact on the media, the public and exposing the leaders towards the reality of their countries. The action had such an impact across the world that it was decided to include HIV on the final document of the G20.

Describe the data driven strategy (30% of vote)

Data gathering: The World AIDS Day took place the same day as the G20 summit. Instead of fighting against the buzz created around the meeting we decided to take advantage of it. Three months before the launching, a worldwide research on HIV facts began, which included over three thousand documents, reports and official investigations of Universities, Foundations, NGOs and Government agencies.

Data interpretation: The challenge was to graph and identify each document based on its impact on the countries involved in the G20. Basing on the analysis of data using artificial intelligence software and tools, we identified 12 key indicators on the HIV epidemic that had a direct impact on those 20 nations. The data of each country became the relevant aspect of the setting-up making the flags move accordingly.

Targeting: The action showed the reality of the different countries in terms of public health and HIV. We exposed them, through a complex setting-up, to Data visualization depicting the lack of action in their countries.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

Data journey: We conducted an exhaustive research and interpretation of all possible information on HIV in the participating countries and identified the 12 most important indicators. Our most important sources were: UNAIDS, ECDC, CIA, World Data Bank, AFH, Guest Foundation, Canadian Aids Society, Aids Data Hub, Avert, Korean Federation for HIV / Aids prevention, University of Washington, The Global Economy, World Health Organization, Google, Unicef, Health Seoul Government.

Implementation: We created a unique setting-up including all of the flags of the G20 countries that went up and down representing a dynamic bar graph that compared the HIV statistics of each country to the rest.
Additionally, an interactive website showed the reality of those countries to the users and invited them to ask leaders to take action.

Data integration: The setting-up was powered by statistics since each indicator moved the masts in real time and positioned each flag exactly in front of the rest, obtaining a simple and didactic visualization of the HIV situation in the G20 nations.

Application: The project included a website, where people across the world could see and interact with the flags as they asked the leaders to include HIV on the G20 agenda.

List the data driven results (20% of vote)

Data enhanced consumer experience: Hundreds of thousands of people all over the world experienced the action live or in a remote way discovering HIV’s sad reality. Fortunately, we reached our goal and HIV was scheduled as part of the G20’s discussion.

Data driven behaviour change: There were great advances in terms of HIV. The problem about this is that HIV is not being seen as a global key issue anymore, and that’s why it hasn’t been included in the last ten G20’s summits as part of the political agenda.
Since this idea, that used HIV statistics as the axis of the discussion, was implemented the issue was included at last in the final document of the G20 and will be treated in the future.

Business impact: During the campaign all the leaders wore a red ribbon representing the fight against HIV. Presidents like Emmanuel Macron, Mauricio Macri and Theresa May, spoke publicly about the epidemic and showed their support. During the campaign, people from over 65 countries visited our website.
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