Spread LOVE, not VIRUS:
Featured on Ads of The World
B A C K G R O U N D
HIV currently affects around 1.1 million people in the United States.
82% of new HIV diagnoses were found in gay and bisexual men in 2015.
The shift towards dating online has led to more availability of customized services and routes to find the perfect match. One of the most known dating platforms for the LGBT community is Grindr, which counts 2.4 million users.
But are these relations being fostered in a safe environment?
Could more meet-ups = more new HIV diagnoses?
P R O B L E M
On Grindr, users have the option to disclose their HIV status with a tick on positive or negative.
But how can we know that the user isn't lying?
I D E A
Given the landscape, we see an opportunity for Grindr to stand behind a higher-order purpose to play an active role in eradicating HIV in the US.
In collaboration with the HIV Test Centers, Grindr introduces GET TESTED: the feature that allows users to prove their HIV status.
T H I S I S H O W I T W O R K S
1. Go to HIV Status on your Grindr profile and choose GET TESTED
2. Check the closest HIV test center and get tested for free
3. Upload the code and get a tick that proves your HIV status
4. Enjoy your date aware of your and your partner sexual health
Keep spreading love, not virus.
Copywriter: Margherita Teodori
Art Director: Carolina Latorraca
With a special thanks to Rodrigo Moran - Creative Leader for a better World