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By Gillian West | Social media manager

December 1, 2014 | 2 min read

We’ve something a little bit different for today’s Ad of the Day as Prince Harry, Nicole Scherzinger, Gemma Arterton, Paloma Faith and a host of other celebrities lay their secrets bare today in support of Sentebale’s #FeelNoShame campaign for World AIDS Day.

Created by CHI&Partners and powered by Visual Voice, the campaign officially launched at midnight with Prince Harry asking the public to share their own secrets via social media using the hashtag #FeelNoShame.

Throughout the day celebrities – including Prince Harry – will share their secrets as a show of support for the children of Lesotho (where the charity Sentebale works) and to help reduce the stigma for those affected by HIV.

All of the videos which will be released throughout the day are available on the #FeelNoShame microsite.

Of the campaign Prince Harry commented: “We are turning this World AIDS Day into a day in which no one should feel any shame about their secrets. Together, we can tackle the stigma surrounding HIV and give the young people carrying it the childhood they deserve. The childhood so many of us take for granted.”

Jonathan Burley, executive creative director at CHI&Partners added: ““#FeelNoShame is a powerful, simple vehicle for a very serious message – communication saves lives. HIV sufferers are dying simply because they’re too ashamed to speak up and seek support. With #FeelNoShame, we and the celebrities we are working with hope to spark a long-term shift in how people think about HIV/AIDS in the developing world, rejecting the shame and stigma people misguidedly associate with the disease.”

Hats off to everyone involved in this great campaign.

World AIDS Day Prince Harry CHI & Partners

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CHI & Partners

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