Tanya Marlo is a LINE-based chatbot developed by UNAIDS taking a character of a friendly companion for anyone to seek information, counsel and treatment on HIV, and most importantly a support system. Most people with HIV do not have ample understanding and network on how to seek counsel and treatment as there are still a paradigm of shame and judgment. Tanya Marlo is UNAIDS’s way in innovating to find a solution to this challenge, tapping in to the current rise of digital technology, in which new ways of interacting with people are present.
Occam assisted UNAIDS in raising awareness and subscribers, in which gained over 3,500 new subscribers within a 3-month period. The activities under the #YukTanyaMarlo campaign were mostly surrounding a press launch, social media content creations, influencer engagement and online ads placement.
The campaign managed to garnered huge traction from the target audience as well as media, making Tanya Marlo the go-to chatbot for LGBTQ community as well as those living a high-risk lifestyle and may benefit with what Tanya Marlo offers.