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LifeBeat
KYSS- Know Your Status Stage
RAN IN: USA
AGENCY
Leslie Doyle, Director of Marketing Communications
Favio Ucedo, CCO
Holly McGavock, Director of Planning
John Jardine, Associate Acct. Director
Naomi Fernandez, Planner
Marc Duran, Sr. Copywriter
Facundo Paglia, Associate Creative Director
Brian Novoa, Art Director
Aurora Morfin, Associate Creative Director
Nadina Steimberg, Sr. Producer
WING
SUMMARY
Almost 30% of new HIV cases in NYC come from youth (60% of whom don't know they carry the virus), so we needed them to get tested. But HIV is not on kids radar today or something they want to think about, so we created something they would care about. KYSS (Know Your Status Stage) was a concert where the only way to get a ticket was by taking a simple and fast HIV test. All 500 concert tickets "sold out," meaning youth learned their status and helped stop HIV.
