Lifebeat Wins Gold!June 8, 2015 |
On June 4, 2015, Lifebeat in partnership with Wing, a subsidiary of Grey Advertising, won the GOLD North American Effie Award, (health category) for KYSS (Know Your Status Stage) campaign. In addition to winning gold, we were finalists in three other categories: Goodworks Non-profit, Youth Marketing and Small Budgets/Services.
The Effie Awards are known by advertisers and agencies globally as the preeminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand’s success.
The objective of the KYSS campaign was to educate millennials about the importance of getting tested for HIV in recognition of National HIV Testing Day. On June 26th, 2015 Lifebeat hosted a concert featuring top hip-hop artists, but the only way to gain admission was to get tested for HIV. We saw over 600 young people get tested over a two-week span at partner, AHF’s Out of the Closet, and mobile testing units stationed throughout NYC boroughs. Tickets were limited due to venue capacity.
Checkout the video submitted to the Effie Awards North American Edition.
Know Your Status Stage Partners
Artists: A$AP Ferg, Flatbush Zombies, Bodega Bamz, Po Johnson, Zeke Thomas. PSA’s emcee, Sway Calloway.
Concept and artwork: Wing.
Sponsors: AIDS Healthcare Foundation (AHF), Insomniac Events, Act Against AIDS, Viacom, BioLytical Lab.
Media partners: Viacom, Hot 97, mtvU, Village Voice, SiriusXM, Logo, Spotify, PressRoom VIP