HIV is now treatable – just one pill a day means that it isn’t life threatening, and it can’t be passed on. However, ignorance and misinformation mean that public perceptions are outdated and incorrect. Our campaign highlights how the resulting stigma can have a devastating impact on those living with the virus.
Discover
Through a series of workshops, we spoke to various people living with HIV who gave us insights into the judgement they face on a daily basis. For many, the most daunting aspect of a positive diagnosis was not the virus itself, but the choice to disclose their status and the repercussions if they do.
Develop
HIV is not what people think. The biggest dangers are the stigma that comes with a positive diagnosis, the resulting mental health implications, and the shame that stops people at risk from seeking care. This insight informed our execution, and the message – stigma is more harmful than HIV – became our driver from the outset.
Deliver
Created with our partners at MTP, the hero film runs on prime-time broadcast TV alongside 15-sec cutdowns for social media that focus on the film’s younger characters. The campaign also features on billboards and static digital ads on dating apps, directing audiences to a dedicated campaign website.
