Annie Lennox has leant her support to the latest phase of Waverley Care's Always Hear 2013 campaign, aiming to increase understanding of HIV and tackling the stigma and discrimination that surrounds it in Scotland.
Created by Story UK with media-buying from Carat, the campaign targets 18-45 year olds and kicks off with a weeklong press push - both offline and online - in association with Media Scotland.
The campaign centres on four emotive stories of people living with HIV, leading with the question: 'Do you know the real story?', encouraging people to 'Listen to the facts. End the stigma.'
"With over 6,000 people in Scotland living with HIV and nearly one new case diagnosed each day in Scotland, we not only need to increase awareness of how HIV is and isn’t transmitted but also stop the unfounded stigma and discrimination experienced by those living with it. Story has developed a cost-effective and emotive campaign that motivates people to want to know more about HIV and learn the facts," commented Alison Irving, communications coordinator at Waverley Care.
Story executive creative director, Dave Mullen, added: "We wanted to show the reality of living with HIV and challenge outdated and preconceived ideas. For most people who are HIV positive the hardest aspect of the condition to live with is the stigma attached and the campaign aims to help people increase both their knowledge and understanding of HIV and what it means to live with HIV in Scotland today."
An additional PR campaign - led by Stripe Communications - will be backed up by Facebook advertising and follows a campaign from earlier this year which targeted schools and churches.
Promotional activity aims to drive people to the Always Hear website which outlines the myths, facts and basics about HIV and the discrimination people living with HIV face.