TBWA\Dublin has launched a new campaign for the HSE Sexual Health and Crisis Pregnancy Programme (SHCPP).
The campaign addresses the stigma around those living with HIV and the misinformation that they have to deal with.
The agency worked in close consultation with the HSE team and a panel of community representatives to create clear messaging around effective treatment and how those living with HIV can live a long life.
According to Shane Kelly, senior strategist at TBWA\Dublin: “Our research made it abundantly clear that HIV diagnosis and the stigma around it can have a paralysing effect. It’s hard to manage a new reality when you’re overwhelmed. This feeling stops people from accessing the treatment they need to get on with their lives in good health. A useful insight for encouraging people past those barriers was the suggestion that ‘undetectable’ is like a third status: a position from which HIV positive people are free & able to thrive.”
Des Creedon, executive creative director adds: “There is so much information out there about HIV that is incorrect. We knew we needed to get the right information out there in a clear and uncomplicated manner and counteract the stigma that is so often unfairly associated with HIV and more importantly of those who have it. Effective treatment means you can’t pass on HIV to partners or anybody else. Undetectable is untransmittable. This is fact. It’s not rumours or hearsay. It’s important that people with HIV understand this and even more so that society as a whole understands.”
CREATIVE AGENCY: TBWA\Dublin
CEO: Deirdre Waldron
EXECUTIVE CREATIVE DIRECTOR: Des Creedon
ART DIRECTOR: Mikey Ryan
COPYWRITER: Blaise Hoban
ACCOUNT DIRECTOR: Niamh McDermott
ACCOUNT EXECUTIVE: Alex Lloyd
SOCIAL MEDIA MANAGER: Dylan Newe
SENIOR STRATEGIST: Shane Kelly