Burnett beats 10 shops in race for USAID HIV project

<p>JAKARTA: Leo Burnett Kreasindo has beaten off 10 agencies - including </p><p>Ogilvy & Mather, McCann-Erickson and J. Walter Thompson - to win the </p><p>USAID HIV prevention project in Indonesia. </p><p><BR><BR> </p><p>Burnett outgunned its rivals with its integrated communications </p><p>recommendations as well as the tagline, "Kenakan Kondom Atau Kena", </p><p>which translates as "wear it or risk it". KKAK, the abbreviation of the </p><p>Indonesian-language version of the tagline, is an acronym which </p><p>translates as older brother or sister, said Berndt Soderbom, Burnett </p><p>Kreasindo MD. </p><p><BR><BR> </p><p>The campaign - targeted at commercial sex workers, their clients, the </p><p>gay community and drug users - will roll out by the end of the year. </p><p><BR><BR> </p><p>The agency declined to disclose billings on the account, saying only </p><p>that it was "substantial for the region". </p><p><BR><BR> </p>