Finalist
Ageing Differently with HIV
Summary of work
People living with HIV can now live as long as those without it, but the virus and its treatment can speed up the ageing process, increasing the risk of illness later in life. We focused on reaching the two largest groups affected by HIV in the UK to help them understand which health issues they were at risk of in the future and then motivate them to take the necessary steps to preserve their future health.
Given the diversity of the two target audiences, these objectives were achieved through two bespoke executions: partnering with the right influencers and using the right channels to achieve the common campaign aim.HIV GARAGEwas an influencer-led online video campaign using in-group humour, daring gay media partnerships and much-loved HIV positive celebrities (musician John Grant and drag queen Panti Bliss) to connect with gay men, leading to 28% of the target population taking steps to improve their future health.
...Treating Me Right?was an ‘offline’ community-led campaign which used visually stunning imagery and emotive language to spark human, emotional connections and support the black and minority ethnic (BAME) community to discuss their long-term health with healthcare professionals and encourage shared decision-making.
Judges’ comments
A strong and authentic campaign well considered to reflect the diversity of people living with HIV and the multichannel approaches and collaborations needed to reach them.
