Case Studies

G.I. Jonny uses Online chatter to inform and protect

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Late in 2007, BBC Learning created G.I. Jonny, an HIV-fighting action hero, in response to it's own research which highlighted a worrying trend - high levels of ignorance and complacency about HIV among 16- 24 year olds.  This was particularly worrying given the  Health Protection Agency's report that the number of new diagnoses had continued to increase in the past 10 years.

 "It's public service broadcasting, Lord Reith, but not as you knew it."

MediaGuardian.co.uk Tues 9 October 2007 

The last significant national Campaign focusing on HIV in the UK was 20 years ago, so the BBC felt that the time was right for a viral information campaign to raise awareness of  HIV 

G.I. Jonny uses Online chatter to inform and protect

Sony BRAVIA’s Online PR strategy for the ‘paint’ advert delivers significant websites visits, Blog postings and search engine visibility

Having already achieved phenomenal online success with the ‘balls’ advert, Sony BRAVIA focused its attention on online PR for the launch of the commercial’s sequel, ‘BRAVIA Paint’.