Virus

New animated website takes edu-tainment message to young people

A global online campaign and website http://www.vir.us has been launched by Standard Chartered Bank as part of its commitment to raise awareness and provide education about HIV and AIDS. The global social media campaign centres on an interactive, informative website with very entertaining animated web-Learning modules.

The campaign concept is based on the Bank’s preventative intervention strategy. “As there is no cure or vaccine for HIV, the only way to tackle the virus is to prevent new HIV infections – either by stopping people getting the virus in the first place, or preventing people who are HIV+ from passing it on. Education is a key component in achieving this: knowing the facts allows people to make safe lifestyle choices,” said Vanessa Green, who heads the Bank’s HIV and AIDS education programme. So, the special ‘Anti-HIVirus software’, offered free of charge on www.vir.us, arms visitors with the knowledge to protect themselves against HIV and AIDS and helps to dispel the myths that drive stigma. The campaign was developed by TBWA\ TEQUILA\ Hong Kong in association with Standard Chartered.

The story of Mr HIV and his plan to attack and destroy the human race is told through six fast-moving animated video modules. The website also incorporates hard facts about HIV and AIDS; blogs from the Bank’s HIV Champions in various countries; a real time counter; an interactive map tracking the number of people protected through the website; and features partner organisations working with Standard Chartered on HIV education.

The Bank has committed to the Clinton Global Initiative to educate one million people on HIV and AIDS by 2010. Since 2007, through partnerships, the Bank has commitments to educate 450,000 people and has conducted face-to-face training for 140,000 people. This is part of its commitment to the Clinton Global Initiative to educate one million people on HIV and AIDS by 2010. Visitors to www.vir.us that successfully complete the interactive HIV related quiz will count towards this education target.

“Vir.us is aimed at providing information to the 15-24 year old population, who account for 45% of new HIV infections. Animated movies have been hugely popular recently and we took a similar approach to engaging people in HIV and AIDS education. We wanted a way 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,” said Aman Narain, Group Head of Internet & Mobile Banking.

“Standard Chartered is constantly looking for innovative approaches to engage customers and communities and we are excited about the potential www.vir.us brings to help us tackle an existing problem in a new way,” added Joyce Lee, Head of Public Websites.

The global social media campaign, including viral videos, builds noise and awareness with supported paid-media, to encourage both individuals and corporate partners to participate and in turn become champions of the initiative.

“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. To do this, we developed the ‘Anti-HIVirus software’ idea, delivered through a series of six very entertaining, animated films that stealthily educate at the same time. The star of our films is Mr. HIV and we follow the ambitious character on his quest to become AIDS. Along the way, people learn what HIV and AIDS are, how it is spread, prevention, the importance of testing, and how to live with the virus. It’s true edu-tainment,” said Joanne Lao Managing Director, TBWA\ TEQUILA\ Hong Kong.

HIV and AIDS education is part of Standard Chartered’s sustainable investment strategy, which also addresses avoidable blindness, malaria, women’s empowerment and protecting the environment.

Group Boiler Plate
About Standard Chartered
Standard Chartered PLC, listed on both London and Hong Kong stock exchanges, ranks among the top 25 companies in the FTSE-100 by market capitalisation. The London-headquartered Group has operated for over 150 years in some of the world’s most dynamic markets, leading the way in Asia, Africa and the Middle East. Its income and profits have more than doubled over the last five years primarily as a result of organic growth and supplemented by acquisitions.
Standard Chartered aspires to be the best international bank for its customers across its markets. The Group derives more than 90 per cent of its operating income and profits from Asia, Africa and the Middle East, generated from its Wholesale and Consumer Banking businesses. The Group has over 1600 branches and outlets located in over 70 countries. The extraordinary growth of its markets and businesses creates exciting and challenging international career opportunities.
Leading by example to be the right partner for its stakeholders, the Group is committed to building a sustainable business over the long term and is trusted worldwide for upholding high standards of corporate governance, social responsibility, environmental protection and employee diversity. It employs more than 70,000 people, nearly half of whom are women. The Group’s employees are of 125 nationalities, of which about 70 are represented in the senior management.
For more information, please visit: www.standardchartered.com

TBWA Worldwide (www.tbwa.com) creates Disruptive ideas for global clients, including ABSOLUT, adidas, Apple, Beiersdorf, Henkel, Infiniti, Mars, McDonald’s, Michelin, Nissan, Pernod Ricard, Pioneer, Samsonite, Standard Chartered Bank, Singapore Airlines, Sony PlayStation and Visa. TBWA is one of the fastest-growing networks in the Top-Five worldwide advertising agencies, and was named 2008 Network of the Year by Advertising Age and as Global Agency of the Year by Adweek. TBWA has 267 offices in 77 countries, and approximately 12,000 employees worldwide.

For more information please contact:

Vanessa Green (Vanessa.Green@sc.com) on +44.20.7885.6162

Philippa Fox
Regional Communications Director, TBWA\Asia Pacific
Tel: +852 9754 4413
Email: philippa.fox@tbwa.com.hk