A myth busting campaign
But first, we laid some strategic foundations. We helped NAT pinpoint its unique role in the sector, as a thought-provoking and trusted authority on HIV and AIDS. This understanding provided a clear strategy for campaigning and communication. Busting myths and challenging stigma and discrimination became the main focus for the campaign.
Next, we developed a campaign theme that grab attention and be easily shareable through social media channels: ‘Think Positive: Rethink HIV’. This provided the sign-off and call to action for a series of myth-busting messages delivered in a bold, impactful and instantly recognisable campaign style.
We provided a campaign toolkit and support for social media. The simple hashtag #RethinkHIV gave people the chance to own the message themselves and tell their personal stories to help educate and change perceptions.
The hashtag was used 11,400 times throughout the campaign – a significant increase on the 2014 campaign’s 2,694 impressions. This gave a reach of 173.9 million people – an increase of over 800% on the previous year. However, the greatest outcome was that it gave a voice to HIV positive people. The hashtag was used across a whole range of applications, from body painting to cake decorating, and gave individuals the chance to use the message to tell their own stories.