HIV Foundation Queensland launches a new campaign with real life stories via MediaCom
MediaCom on behalf of HIV Foundation Queensland has spent the last month interviewing some incredible people – people living with HIV either because they have it, or because someone they love does.
Three powerful films have been produced each dealing with a different theme: reducing the stigma around HIV, encouraging and supporting more HIV testing and encouraging prevention.
HIV rates in Queensland are on the rise. Research has shown that while the gay community as a whole is aware of safe sex messages, people choose not to use condoms for a variety of reasons. Testing is adhoc and there are real concerns about stigma not just in the gay community but in the wider community.
People living with HIV face a number of challenges in life and although with treatment it is not a death sentence anymore, it is a life sentence and we wanted to share these real stories to reinforce the safe sex message and to address the issues of discrimination around HIV.
The three films developed by MediaCom addresses each of the key issues associated with HIV- stigma, testing and prevention.
It was easy in the 80’s, one message – wear a condom. HIV wasn’t part of the conversation, it was all about AIDS.
Now HIV means many things:
· Stigma – ignorance and assumptions about who is at risk and what living with HIV is all about.
· Rejection – from society, family, friends, work colleagues.
· Disclosure – to work, family, friends, new partner about something so intimate and personal can be really tough.
· Consequence – living with HIV is lifelong, time consuming, costly and emotional as well as physically demanding, not just to the person with the disease but their nearest and dearest too.
The films are targeting primarily the gay community and men who sleep with men (MSM) but the the wider community are encouraged to view the films to dispel the myths that surround HIV.
HIV foundation CEO Tony Majer hoped the videos would inspire others to access testing for HIV and encourage prevention to reduce HIV transmissions.
Says Majer: “These are real stories – no actors – just real people in their own words. The foundation felt this was essential to provide a fresh and honest look at HIV today.
“People living with HIV can have an important role to play in the fight to end HIV and the foundation is proud to be able to assist by shining some light on these powerful stories.”
Majer said he hoped the stories inspired others to get tested for HIV and encouraged prevention to reduce transmission.
Says Majer: “An important part of the foundation’s strategy has been to deliver effective prevention and testing messages. By adding these real stories to our strategy we hope this can go some way to providing a real face to these important messages.”
Says Nicole Boyd, MediaCom managing director, Brisbane: We are really proud to be working with the HIV Foundation Queensland on such an important issue affecting all of us. Over the past few months we have spoken to some amazing and inspiring people who have shared their stories of living with HIV. These are powerful stories that can make a real difference to changing attitudes towards HIV.”
MediaCom
Gemma Hunter – Executive Creative Director / Head of MBA
Mikey Trotter – Director
Shelby Craig – Creative Art Director
Taylor Thornton – Copywriter
Kathleen Banks – Group Account Director
Josh Butt – Head of Content Production
Tess Wood – Content Manager
Alastair Anisimoff – Seeding Executive
Ryan Manning – SEO Manager
Hoodlem (Production Company)
Nathan Mayfield – Executive Producer, Hoodlum
Kristen Souvlis – Producer, Hoodlum
Aliza Nannicelli – Researcher
Matther Bamkin – Director of Photography
Jake Kirby – Camera Assistant
Ack Kinmonth – Composer, Sound Design and Mixer
Michael Griffin – Editor and Colourist
David Peterson – Editor
Queensland Health
Phillip Stork – Marketing Manager
Jacquie McGraw – Marketing Team Leader
Dan Vercoe – Campaign Manager
HIV Foundation
HIV Foundation CEO Tony Majer
3 Comments
These are terrifying.
Just curious why it’s terrifying? The prevalence of HIV? I’m just curious, not being facetious.
Beautiful work, well done.