Case Study: Positive Living Around the World
Find out how Threepipe launched a social media campaign to raise the profile of Standard Chartered Bank’s Positive Living HIV/AIDS education programme with the help of professional footballers Emre Can, Philippe Coutinho and Jordon Ibe from Liverpool FC.
Campaign: Positive Living Around the World
Client: Standard Chartered Bank
PR Team: Threepipe
Timing: November
Overview
Launched in 1999, Standard Chartered’s Positive Living programme combines face-to-face workshops and e-learning to educate global communities about HIV and AIDS. In support of the programme, Threepipe, along with Contented Brothers, helped Standard Chartered launch Positive Living Around the World – a collaborative social media campaign aimed at increasing global awareness of HIV and AIDS.
Objectives
- Drive awareness of the Positive Living programme through Standard Chartered’s sponsorship of Liverpool FC.
- Drive social media engagement with a global audience and encourage user generated content to be shared.
- Offer the audience the opportunity to find out more about the Positive Living programme.
Strategy
Activating Standard Chartered’s sponsorship of Liverpool FC, Threepipe developed a social media campaign, which allowed football fans globally to show their support of the Positive Living programme through their love of the game. Distributed via Liverpool FC’s social media and wider communication platforms, the campaign encouraged fans to post videos of themselves attempting the Around the World football challenge to be in with the chance of winning prizes, signed by the players.
Launched by Liverpool FC players Emre Can, Philippe Coutinho and Jordon Ibe, in addition to newly appointed manager Jurgen Klopp, the Around the World trick not only symbolised the red ribbon synonymous with World AIDS Day but ensured the competition could be translatable across global territories. While engaging fans in a relevant way, the campaign also presented the opportunity to find out more about HIV/AIDS and the Positive Living programme by continuing the fans’ journey through to Standard Chartered’s Positive Living channels.
Positive Living Around the World was later executed live during Liverpool’s match against Swansea City, days before World AIDS Day 2015. Children from the Liverpool FC Foundation were joined on the Anfield pitch by club legends Kevin Keegan and Terry McDermott to take part in an exclusive Around the World competition at half time.
Results
Positive Living Around the World reached over five million fans globally, with nearly 32,500 engagements and over 553,000 views of the content featuring Liverpool FC’s players.
From those fans that directly engaged with the campaign, 4.6% of them clicked through to Standard Chartered’s Positive Living channels to receive further education on HIV/AIDS.
The campaign also generated significant media coverage regionally with the Liverpool Echo, nationally with the Daily Mirror and Metro, and globally with the likes of Canal+, Inside World Football and Eurosport.
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