Digital agency Gloo has clinched a Gold award at this year’s AMASA (Advertising Media Association of South Africa) Roger Garlick Awards for its innovative World AIDS Day campaign created for South African NGO, Brothers for Life.
The Roger Garlick Awards, sponsored by DStv Media Sales, were conceived in
1999 to recognise outstanding performance in the area of media strategy and innovation. Gloo’s Gold-winning entry was created in collaboration with Joe Public to create awareness around the HIV pandemic in South Africa on World AIDS Day, and promote safe sex.
This marks the second year running that Gloo has turned in a strong performance at these prestigious awards. Last year, it won the overall Roger Garlick award for a joint entry with FoxP2 – the Drive Dry campaign – as well as a Gold award for the South African Tourism Touch Table entry in the Events category.
Gloo’s entry this year was a simple, cost-effective activation created to dramatise how a relaxed attitude towards unprotected sex causes many young South Africans to put themselves at risk of contracting HIV. Gloo used the metaphor of people inserting memory sticks into their computers without considering the possibility of viruses, and created a consignment of USBs branded with individuals’ names. These were planted in public spaces in and around Johannesburg on World AIDS Day.
Once users had inserted the memory sticks into their computers, they were immediately confronted with an HIV-positive icon, which linked to videos about South Africans telling real stories about the reality of being HIV positive.
Each video ended with a strong call to action by Brothers for Life for users to take charge of their lives and to use a condom to prevent the spread of HIV. Users were encouraged to spread the word and not the virus, by leaving the memory sticks in public spaces for others to discover.
Dallas du Toit, Gloo’s ECD comments: “This is one of the simplest, but most powerful ideas we’ve worked on. The team’s insight into the way we all use USB sticks convinced us that this would be a breakthrough and relevant way to get the message across to our audience.”
To view Gloo’s Gold winner, visit