This is part of a year-long collaboration with FCB India and the #SeeMeAsIAm campaign. Transgender people around the world are often marginalized and experience discrimination and violence. As a result, transgender people are at a heightened risk of HIV – up to 13% higher than the global population. In addition, up to 24 countries criminalize or prosecute transgender people. ‘Unbox Me’ is about countering such stigma and discrimination.

Credits
Advertising Agency: FCB USA & India
Campaign: #SeeMeAsIAm | Unbox Me
Tags: Gender diversity, LGBTIQ, #SeeMeAsIAm, Awareness campaign, Gender stereotypes, human rights campaign, Public Interest

 
 
How does it work?
Their platform works by gathering real-time Google Search data related to six separate sexually transmitted infections: chlamydia, HIV, syphilis, herpes, gonorrhoea and HPV. The data gathered include the STI name, (e.g., “gonorrhoea”), its key symptoms and adjacent search terms (e.g., “painful urination”) plus interest by region (e.g., New South Wales is showing a spike in gonorrhoea-related search behaviour).

The data is compiled into six separate charts for reference, and then rolled up and averaged into a single index: The STI Index. The index drives dynamic, inverse pricing for a 30 piece bundle of LifeStyles® condoms. So, the higher the index, the lower the price of condoms. The price will never exceed the product MSRP.

The project is brought to you by LifeStyles®, a global leader in sexual wellness products including condoms, personal lubricant and other fun stuff.

Credits
Agency: FCB
Campaign: Publicly Traded
Holding Company: Interpublic Group
Production Company: Married to Giants, Toronto
Advertiser Brand: LifeStyles Healthcare Australia, Richmond

Tags: Sexually transmitted diseases, LifeStyles Publicly Traded

Insight:
In spite of 40 years of education about HIV, the stigma around the disease remains as prevalent today as ever, mainly because of misunderstandings around transmission. This stigma keeps a large number of people with HIV from disclosing their status, leading to loneliness, isolation, and mental health issues.

A survey that Bensimon Byrne and its sister agencies Narrative and OneMethod conducted found 65 million North Americans feel they would be shunned by friends, family, and co-workers if they revealed they were HIV+. This stark reality is vastly underrepresented in popular culture: there has never been a mainstream television program that has tackled HIV stigma.

Execution:
As one of the largest purpose-built HIV/AIDS hospitals in the world, Casey House wanted to continue its multi-year campaign to smash stigma, educate about transmission, and help people relate to the experience of living with HIV. The agencies had to show the devastating effects of stigma in a way that would make people take notice. So they used beloved characters from Friends and The Office, two of the most streamed shows on earth.

They searched 236 episodes of Friends and 203 episodes of The Office to find scenes that could be re-edited and reordered to create the unthinkable: HIV+ Episodes, New episodes where iconic TV characters are HIV+ and facing the isolation of stigma. The team hired voice impersonators from across North America to replace dialogue, and lookalikes for each actor, so they could swap voices and faces using innovative post-production.

The organization launched “Losing Friends” and “The Toxic Office” worldwide on SmashStigma.ca and with a private media screening featuring a panel of HIV+ influencers discussing the impact of stigma in their lives. The agencies drove traffic to the site through social, mass, and earned media. To show the episode was more than fiction, HIV+ influencers bravely shared their stories on the website, bringing a personal and human viewpoint to HIV stigma.

Result:
The launch became a global conversation within 24 hours – with over 200 stories, 10 million social impressions, and 200 million media impressions within the first day of launch. And most impressive, after viewing our episodes, 88% of people felt more empathetic to those who live with HIV.

Credits
Client: Casey House
Campaign: HIV+ Episodes
Agency: Bensimon Byrne
Digital Agency: OneMethod

 

 
The New Zealand AIDS Foundation needed to help fight the stigma of HIV by showing the world that through effective treatment, people living with HIV have an undetectable viral load, meaning they can’t transmit the virus to another person.

On World AIDS Day 2019, alongside NZAF, Body Positive and Positive Women NZ, we launched Sperm Positive: The World’s First HIV-Positive Sperm Bank. The online sperm bank gave men living with HIV the opportunity to become sperm donors, creating a story shared in 94 countries to an audience of over 1.8 billion, and showed the world that HIV could not be passed on in the most undeniable way possible – childbirth.

Now, Sperm Positive isn’t just changing beliefs; it’s changing lives. To date, four babies are due, 32 women have registered as recipients, 27 HIV-positive sperm donors have joined, and at 2:05 pm on January 27th, 2021, the first baby from an HIV positive sperm bank was born, creating a living proof that HIV cannot be passed on. She’s a girl.

Credits
Advertising Agency: DDB Group New Zealand
Client: New Zealand Aids Foundation | Website
Campaign: Sperm Positive | Website
Category: Public Awareness Ads
Format: Digital Campaign
Tags: World AIDS Day

HIV is no longer the death sentence it once was, but HIV stigma lives on. Myths persist about how the disease is spread—through saliva, food, and drink. When polled, 50% of Canadians said they wouldn’t knowingly eat a meal prepared by someone with HIV.
 
 

Casey House wanted to challenge this ignorance with truth and compassion. And so the idea for a pop-up restaurant was born: June’s, the first-ever HIV-positive eatery. 14 people with HIV became something more than just their disease—they became chefs. For three nights, they chopped, sliced, and sautéed under the watchful eye of head chef Matt Basile. Together, they invited patrons to smash stigma by breaking bread and swallow the prejudice condemning so many HIV-positive people to suffer in silence.

Credits
Client: Casey House
Campaign: Break Bread Smash Stigma
Advertising Agency: Bensimon Byrne
Category: Public Interest, NGO
Production Company: Button Factory
Medium: Experiential advertising
Tags: HIV, AIDS, Stigma, Public Health Agency, Canada, Toronto, June’s Eatery

#Seemeasiam #TransDayOfVisibility #TDOV2021.

About UNAIDS
The Joint United Nations Programme on HIV/AIDS (UNAIDS) leads and inspires the world to achieve its shared vision of zero new HIV infections, zero discrimination, and zero AIDS-related deaths. UNAIDS unites the efforts of 11 UN organizations—UNHCR, UNICEF, WFP, UNDP, UNFPA, UNODC, UN Women, ILO, UNESCO, WHO, and the World Bank—and works closely with global and national partners towards ending the AIDS epidemic by 2030 as part of the Sustainable Development Goals.

Credits
Advertiser: UNAIDS
Campaign: The Mirror
Agency: FCB India
Chief Creative Officer: Swati Bhattacharya
Account Management: Vishakha Khatri
Account Planning: Kizie Basu
Creative Team: Gia Fernandes, Anusheela Saha
Digital Team: Vinesh Nandikhol, Roshan Shetty, Giamaria Fernandes, Aabhaas Worah,
Nikhil Fernandes, Ponnada Kulteja, Sukrit Sharma
Director: Shashank Chaturvedi
Producer: Robin D’Cruz
Singer: Sikander Kha

Every year December 1 is observed as World AIDS Day to raise awareness and knowledge about HIV and a call to move towards ending the HIV epidemic. It’s an opportunity for people worldwide to unite in the fight against HIV, to show support for people living with HIV, and to commemorate those who have died from an AIDS-related illness.

India’s largest condom selling brand, Manforce Condoms has come up with a new campaign #StandTogether, urging people to protect India against HIV. As a leading brand in the industry, Manforce, through this campaign focuses on a broader responsibility of educating people to use condoms, no matter what brand you use.

The campaign highlights the importance of using condoms to fight against HIV and at the same time, communicates that the brand doesn’t matter. The most important is the health and safety of everyone and addresses the relevant issues related to safe sex with an appeal to enthusiastic lovers to have protected sex.
In India, people are either shy or are not aware enough about the use and importance of protection to stay away from AIDS. It is important to have conversations on sex education in schools to conversations at home. Society should never step back with the fact that condoms play a crucial role in the industry and understand the safety side of it instead of being shy.

Joy Chatterjee, DGM, Mankind Pharma said, “Through this campaign, the intention is to show that we are committed towards our customer’s safety and want to ensure that sex always stays as an act of pleasure, along with safety. We want to communicate to the masses to “Use A Condom” to avoid AIDS. When it comes to a physical relationship, safety plays an essential role in strengthening the bond between partners”.

Sex causes a whirlwind of emotions that can take anyone to the universe of happiness, relaxation and contentment. Though sex is the most delightful feeling, it may also open the gates of sexually transmitted diseases (STDs) without posing any warning. BE SAFE!

This campaign is about:
Best Awareness campaign, Public interest campaign, AIDS Campaign

Tags:
Print Advert, Print Campaign, HIV, AIDS, Awareness Campaign

To coincide with World AIDS Day on December 1st 2018, the Dutch Aids Foundation Aidsfonds has worked with Amsterdam independent creative agency N=5, to roll out an awareness campaign.

About Aidsfonds
The brand works towards the end of AIDS in a world where all people affected by HIV/AIDS have access to prevention, treatment, care and support. We can only stop the epidemic if we focus on the people and regions most affected. For many years, Aidsfonds has played a pioneering role in focusing the AIDS response on those population groups who are affected the most by the epidemic due to stigma and discrimination. Our generation has the ability to stop one of the largest epidemics in history in its tracks. The time to accelerate, boost and focus the worldwide prevention, detection and treatment of HIV/AIDS is now.

Credits
Brand: Aidsfonds
Website: https://aidsfonds.org/
Campaign: For the Love of Love
Advertising Agency: N=5, Amsterdam, Netherlands
Strategy: Bastiaan Weers
Creative Directors: Thijs Bontje, Daniel te Lindert
Creatives: Gabriela Nouws, Leon Ragetlie
Account: Judith Lavalette, Brenda Rangel
TV Producer: Lotte de Rooij
Production Company: Cake
Director: Madja Amin
DOP: Noël Schoolderman
Editor: Emiel Nuninga, Govert Janse
Music: Raven Aartsen
Post Prod / Sound: The Ambassadors
Voice: Ray Fuego

Tags:
Film, Netherlands, Public Interest, NGO, Aidsfonds, N=5, Aidsfonds, The Dutch AIDS Foundation, AIDS campaign, AIDS Awareness Campaign, Digital campaign, HIV, Cake Film

Conceptualised by Joe Public, the ad introduces Tinqoh, a hero born and bred in the lush hills of ‘Indaweni.’ Fire, water and gravity are no match for this local superman who always answers the call of his community, until the day he’s faced with a completely different kind of challenge.

Brothers for Life promotes positive male norms and encourages the uptake of health services such as medical male circumcision (MMC), men taking up HIV Testing, consistent condom use by men and reduction of sexual partners.

Lebogang is known for the artistic lens through which he looks at socially conscious topics like this, whether in documentaries like The People Versus The Rainbow Nation and Prisoner 46764 or his #Operation45 brand films for Operation Smile, which won Creative Circle Ad of the Year in May.

But while Tinqoh’s subject matter is serious, the advert rather taps into South Africa’s filmic history of using humour to deal with trauma.

“We wanted to break down barriers,” says Lebo. “To take something serious and make it accessible so people feel more comfortable talking about it – because that’s the solution, or at least part of the solution. We have to be talking about these things.”

Rory O’Grady shot Tinqoh in KwaMashu , with William Kalmer editing the spot at Post Modern.

About Lebogang Rasethaba
Lebogang Rasethaba grew up in South Africa, spent five years in China completing his master’s in film studies, and returned to his mother continent with a remarkable skill set and a handy fluency in Mandarin. Since then, Lebo has made his mark on the advertising world, winning Creative Circle Ad of the Year, working with a spread of international brands, and featuring regularly on sites like Highsnobiety, i-D, Nowness and Vice. His Sons of Kemet music video screened at TED Global in 2017, while Lebogang has also completed three feature-length documentaries, The People Vs The Rainbow Nation, Future Sound of Mzansi, and Prisoner 46764: The Untold Legacy of Andrew Mlangeni. “There is this intensely creative, unapologetically young and curious energy in South Africa that I sense and subscribe to; it’s really infectious and I point my camera in that direction.”

Credits:

Title: Brothers for Life “Tinqoh”
Client: CCI

Agency: Joe Public
City & country: JHB South Africa
Agency producer: Tshepiso Moerane
Chief creative officer: Xolisa Dyeshana
Creative director: Martin Schlumph
Copywriter: Buyani Duma
Art director: Tshepo Mogorosi

Director: Lebo Rasethaba
Director of photography: Rory O’ Grady
Production co art director: Adi Koen
Production co producer: Julia Schnurr
Executive producer: Colin Howard

Editing company & city: Post Modern
Editor: William Kalmer
Post production co & city: Post Modern – JHB
Music & music publisher: Audio Militia

This Article is related to:
Living Positive, Medical Male Circumcision, Rape & Abuse, HIV, Egg Films, Lebogang Rasethaba, Brothers For Life, Joe Public, Tinqoh, South Africa, advertising world, Yenzakahle, Digital film, Branding, marketing campaign, digital campaign, short film, latest TVC, TV ads, inspiring short films, TV Advertisements, health campaigns

Credit
Advertising Agency: DDB, India
Creative Director: Ravinder Siwach
Copywriter: Ravinder Siwach
Photographer: Mukul Raut

Each time you sleep with someone, you also sleep with his past. Get tested for HIV.

Credits:
Advertiser: One Life
Advertising Agency: Bleublancrouge, Montréal, Canada
Creative Director: Dominique Trudeau
Art Director: Sébastien Deland
Copywriter: Guillaume Blanchet
Photographer: Alain Desjean