The campaign, which the agency describes as the first of its kind, highlights the stigma faced by people living with HIV. The four TVC spots feaure celebrities Adrian Pang, A.B. Shaik, Xiang Yun and Royston Tan reading letters on behalf of someone with HIV - giving them a public voice.
“People living with HIV are faceless in Singapore, they don’t dare reveal what they are going through for fear of losing those closest to them. To get people thinking about their own attitudes, we invited celebrities and members of the public to be their faces and their voices,” said Troy Lim, creative director at Ogilvy & Mather.
The TVCs are supported by a Facebook page, titled 'Be Positive' which encourages people to show their support for the movement by reading phrases from letters written by people living with HIV and sharing videos of the same. Since its launch a week ago, the page has ganered almost 14,000 page post views and over 3,000 fans.
"People don’t know that HIV can be managed with early diagnosis and early treatment, and that those living with HIV can lead healthy and productive lives. We need people to understand this,” said Sonal Narain, planning director at Ogilvy & Mather.
The campaign also features outdoor and online advertising. Brands and companies like MAC and Levi's will also distribute badges, which show the wearers to be 'Positive about People Living with HIV', in support of the movement.
Donovan Lo, executive director of Action for AIDS hopes that the campaign will help Singaporeans understand the lives of people living with HIV/AIDS and will be better able to empathise with them.
Credits
Campaign Title: Be Positive
Agency: Ogilvy & Mather Advertising
Chief Creative Officer: Steve Back
Creative Director: Troy Lim, Jon Loke
Copywriter: Adrian Yeap
Planners: Sonal Narain, Huiwen Toh
Account Management: Shirley Tay, Ian Koh, Eugenia Ngan
Project Management: Joanne Ang
Producer: Amarjeet Kaur
Production House: Chuan Pictures
Director: Royston Tan
Post Production: Blackmagic Design
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