National AIDS Trust: advert-body-4 by St Luke's

Date: Nov 2018

To commemorate the 30th anniversary of World AIDS Day, the National AIDS Trust (NAT) has revamped its message to help destigmatise the red awareness ribbon.

NAT got St Luke's onboard for the first time, who delivered a pro-bono campaign titled 'Rock The Ribbon,' which features Childish Gambino's choreographer, Sherrie Silver and the recognisable voice of Stephen Fry.

As HIV still carries a negative connotation, a residual sentimentality left over from the 1980's AIDS crisis, the charity recognised that it needed a positive and empowering campaign to show solidarity with people living with the illness, and encourage others to do the same. Just last year, a study showed 1 in 5 would be uncomfortable wearing the ribbon, a shocking fact that the charity hopes to combat.

Commenting directly to The Drum on the campaign, NAT's chief executive, Deborah Gold said: "this is a positive and empowering campaign which says wear the ribbon, be really proud. We know that there is a stigma attached to wearing the red ribbon and people worry about what it says about them, so we wanted to do something powerful and positive."

What better way than to get the self-taught mastermind behind Childish Gambino's revered 'This is America' video to literally 'Rock The Ribbon' in an abandoned school gymnasium.

Directed by James Fitzgerald through Sonny, the film begins out of class hours in a seemingly abandoned school, with light murmurs of Erasure's 'A Little Respect' gradually breaking through the void.

Enter the 23-year-old Silver, partnered with an eye-capturing red ribbon. Together, they cut through the empty gymnasium hall, filling the space with passionate rhythmic dance.

Unbeknown to the security guard, distracted by his tea and TV, Silver escapes capture as she continues to express herself through the red ribbon which signifies the AIDS awareness ribbon.

As Silver exits the school defiantly, Stephen Fry's voiceover implores the viewer: "Whoever you are, whatever you're doing, show your support for people living with HIV this World AIDS Day, and Rock the Ribbon."