Project
In the club, Incognito, the air is buzzing: the great masked party is about to begin and everyone is invited, as long as they are in costume.

Amongst the impatient crowds, a man makes his way towards the entrance. He wants to get in, but he is barred from entering. The man moves back a bit and to everyone’s amazement he shows his face. His face was a mask too… By providing information it is possible to deal with Lipodystrophy in a calm and positive way.

This is the message at the basis of the awareness campaign launched to inform people about this collateral syndrome connected to treatment of HIV. This innovative project is both moving and rational. It was developed solely via the Internet, a media with strong informative, viral and involvement value.

The plan included a illustrated video advertisement positioned in the mini informative website www.lipodistrofia.info, a campaign banner planned to appear on www.gay.it  and on Nadir’s institutional website http://nadironlus.org and keywords on the main search engines. 

Results
Due to the originality of the creative idea, its strategic validity, technical quality and innovative use of new technology, the Lipodystrophy project received a nomination for the 8th Interactive Key Award, the Italian prize for the Web and interactive communication industry.