Waverly Care, a Scottish charity providing care and support to people with HIV or Hepatitis, has launched a new campaign developed by Story.
Revealed today, World Aids Day, the campaign aims to improve understanding of HIV and its transmission as well as encouraging people not to stigmatise people living with the condition.
It has targeted not only the wider community in Scotland but also young people at secondary schools who have little awareness of HIV, as well as faith groups.
The campaign has included four individual four minute films which show four people living with HIV. The four voices tell their stories while their faces remain hidden. The copy on the final screen shot of the film reiterates the message: “Waverley Care making a positive difference.” “Hear the whole story...”
In addition to the films, a microsite and various offline resource packs have been developed to enhance the message and offer further support.
Alison Irving, communications coordinator at Waverley Care commented: “It is important for us to open up the HIV conversation again and reduce the stigma and discrimination attached to living with the condition.
Story has created an engaging campaign that it is sensitive to the issues of people living with HIV yet communicates a very powerful message; HIV isn’t going to go away if we ignore it. Let’s listen to the people affected.”
Dave Mullen, executive creative director at Story added: “We are delighted to be working on this campaign with Waverley Care for such a great cause. The challenge for us, particularly in making the film, was how we could keep the voice as the hero of each scene, yet, at the same time, draw the viewer in with compelling visuals. The aim is to give viewers prompts and the space to think about HIV.”