“Let us give publicity to H.I.V./AIDS and not hide it, because the only way to make it appear like a normal illness is to make people stop regarding it as something extraordinary”

— Mr. Nelson Mandela

  • Some parts of South Africa and Mozambique are widely affected with the virus HIV/AIDS to the point in some interior ares 90% of the population was contaminated.

    The objective is to come up with a communication strategy that would touch the population deal enough to create sexual behaviour changes.

  • To have several sexual partners is a normal behaviour in the society and that’s not likely to change.

    The worst part is that after a unground study we found out that the biggest transmission factor were the truck drivers that passing by they would contaminate several targets of the villages population. This contamination could go from sexual contacts with children (on exchange for gifts), prostitutes and in many cases girlfriends (some of them married)… this behaviour it’s also not likely to change.

  • We come up with a communication strategy that speaks their language and disrupts their understanding of the way they live.

    Note: there’s was no widespread internet culture at that time and the main areas affected rarely had tv. Most of the people never heard of Nelson Mandela.

    LeadCities Methodology

    Phase One - The brand fundamentals: We defined the institution purpose and develop the brand guidelines.

    Phase Two - The product stated clearly: Because the literacy levels are near zero we develop a series of deliverables based on drawings that are extremely easy to understand.

    Phase Three - This is the engagement phase where the brand make it sound like it came from the target itself:

    • We got the villages thought leaders involved to the point he would be the one delivering the message to the people.

    • We created several party events where in between the musicians would introduce the condom to the public and distribute for free (The condom is the hero and solution)

    Phase Four - The analyses of the brand feeling to evaluate the strategy.

    • Super positive

    • Other countries requested the program to be extended to them

    • We manage to reduced in 10 years to less than 10% global contamination on the ares communicated.

Phase one

The Brand name had to be on a dialect that is widely understood by the target audience and with a deep and positive meaning in the culture.

Kuhluvuka - Rebirth of an assumed dead plant.

The symbol was designed having in mind the brand name and the subject it self.