Pop culture spreads AIDS awareness
Dancers in the music video.
|
Sin triki triki no hay bang bang – no rubber, no rumpy pumpy – is a message millions of Argentineans have picked up on thanks to a song and video clip that captivated the airwaves – and dance floors of the country. The campaign, financed by the Global Fund, is in the toe-tapping Cumbia style, specially designed to appeal to the population’s poorest and most vulnerable.
The non-authoritative, friendly approach allowed disfavored youth to see themselves in a campaign stressing the importance of behavior change and promoting condom use to prevent HIV/AIDS. It worked in the focus group study preceding the launch, but the success of the month long campaign in November 2007 exceeded all expectations.
Following a teaser poster campaign which created a sense of build up, the “Sin triki triki no hay bang bang” song and video clip had its debut on the most popular TV show in the country in front of millions of viewers. It quickly became a national catch phrase because of the simple and humorous message which sticks easily in peoples’ minds.
The video features some of Argentina’s famous stars and is filmed in a poor neighborhood of Buenos Aires, featuring real people from that area. The story line shows a young woman having a protagonist role in using the condom; she decides if there will be “bang bang” based on the availability of protection.
The song not only quickly became the most popular cell phone ring tone, it was also picked up by the international music sharing website “You Tube” and assumed a life of its own. It had half a million hits during the six week campaign and has since proved even more popular, a classic example of “viral marketing.”
Interviews
| Raul Lopez Rossi, Creative Director of the Triki Triki Bang Bang Campaign, talks about the aim of the campaign and the idea behind its catchy title. |
|
 |
| Fabian Gianola, Argentine actor who stars in the clip describes filming on location in a poor residential area, the birthplace of cumbia music. |
|
 |
| Alex Freyre, head of an Argentinian group for people living with HIV/AIDS talks about the success of the song in discos across the country and why it has everyone talking. |
|
 |
|
