World AIDS Day Video

World AIDS Day is December 1.

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Comments

[jen_chan, writer MemberSpeed.com]

It's a little tiring, isn't it? Although it sends a powerful and important message, I would be more likely to switch the channels than be curious to find out where the whole thing leads to.

[ernie mosteller]

That's the perfect comment, imo, along with one of the comments on the video page itself, from carosewell:

"When I first saw this i thought "geeez, will this ever end?" And then i realized that's the point, will THIS ever end? Simple. Brilliant. Love it."

It was built to make viewers wonder where the heck it's going, knowing that some would click out, but also knowing that many, if not most, would stick around just to know. At a minute, it's not long, at all, by YouTube standards. But it seems long, which is the point.

Although you found it tiring, you also found it successfully sent a powerful and important message. Which means you stuck around, too, until the end. That's significant, and by design. We've become jaded by the numbers, jaded by a lot of the messages. A shorter piece might gain more complete views, and would deliver the stats sooner, but you wouldn't feel the stats as emotionally. They'd just be another set of numbers.

Agree completely, though, that this approach would not be right for TV, where viewers are less predisposed to give a piece those extra few seconds.