Update HIV
Change the name. End the stigma.
Year
10.25
Scope
Social | PR | Health & Wellness
Timeline
1 Year
HIV is a Bad Brand.
HIV stigma has allowed the virus to spread for decades. So, as cases began to rise, we decided to change the name of HIV to end the stigma and open up a new discussion around the virus.
A Simple Change. A Huge Challenge.
The campaign spanned eight months, three continents and included an evolving number of executions as we expanded our reach and message. The target group grew from high-level politicians, health leaders, and activists to a general audience as we approached the final activation.
The campaign saw Director General of the WHO, Dr. Tedros Adhanom Ghebreyesus respond to our open letter on World AIDS Day, we also had a global press reach of over 103 million and achieved 3 million views on TikTok with over 60k interactions.
More projects.
Get in touch?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
