Sidaction’s conscientious clickbait

2024, what a time to be alive! Thanks to great advancements in science, we now know the Earth is flat, the moon landing was a hoax, and the birth control pill protects against HIV. Wait…what?

With the internet and social media now a prevalent source for disinformation around HIV and AIDS, French NGO Sidaction and The Good Company have launched this awareness-raising campaign that uses spam content to combat preconceptions and prejudices.

Directed by Dimitri Grimblat through Gang Life, Clicks of Temptation was designed to generate discussion by mimicking clickbait codes and content, and to counter preconceived notions about HIV/AIDS. Each video begins as the tantalising headline promises, and is soon interrupted when a Sidaction scientist steps in to share vital information about treating and preventing the disease.

With the participation of French singer/actress Shy'm and influencer Shera Kerienski, the campaign mirrors the most clicked content with 5 short videos: a reality TV show clash, Shera introducing a patch that gives you an orgasm in seconds; Viral video of a fan approaching Shy’m in a restaurant; an adorable dog who knows how to talk, and an iPhone video showing teenage couple driving at night spotting the ghost of the White Lady.