advertising campaign
for a charitable foundation

The Humanitarian Action Foundation addressed us with a situation in which HIV-positive people know about their diagnosis, but do not undergo ARV therapy. Many people hope that while they are not being treated, do not go to AIDS centers or do not register, the disease does not seem to exist, and they can live their usual life. To understand the deep barriers of people with HIV status, we needed to understand how they perceive therapy, and how stereotypes about HIV affect the decision not to be treated.

the goal was

to defeat HIV-positive people, get registered in AIDS centers and start therapy

identified problem

HIV-positive people can lead a normal lifestyle with the help of ARV therapy, but they are afraid of becoming outcasts if they tell about their diagnosis

we did

— communication strategy
— promotion strategy
— design solutions

contrary to stereotypes

There is an opinion that people living with HIV probably led a dissolute lifestyle and thus led themselves to the disease. We conducted a study and realized that this is not the case now. Many people living with HIV are ordinary people who found out about their diagnosis after 30, have their completely ordinary families and children, work at a regular job and live exactly like all other people. But the difficult moment of recognition of the diagnosis was for all HIV-positive people, which was eventually overcome largely thanks to the support of loved ones. The basis of the big idea was the message that relatives and friends appreciate a person for his qualities, and do not judge him by his HIV status.