How do you get Latinos to think about getting HIV tested. It’s a serious topic that has huge implications for Latinos and the community. The challenge was to grab the attention of this target market in a culturally relevant and thought provoking manner. The Santa Clara County realized they needed a Milagro to make this happen. Lucky for us we exist to do just that, create milagros.
What we did.
Milagro worked in Doble Sentido, Double Entendre to create a message that would resinate with Latinos. Playing with a major cultural icon like the Luchador/Wrestler we were able to create a buzz of attention on the more serious topic of getting tested. The copy as well was huge in Doble Sentido and is what truly made the creative have a lighthearted emotional appeal. The campaign was executed along with some street level promotional support at local hangouts and bars thus the need for matchbooks, condoms and t-shirts.