For Erasmus MC we created a campaign to build awareness around a subject we hold dear: treating HIV.
In the Netherlands (and worldwide) there are still a numerous amount of people who suffer from HIV and AIDS. The World Health Organization (WHO) set the so-called '90-90-90 goal'.
This goal aims to make 90% of the people suffering from HIV, aware of their status. Of them, 90% should be undergoing treatment. And of those treated, 90% should become successfully treated so they can’t transmit the virus to others .
If every country in the world reaches this goal, in 2030 the world would be freed of AIDS.
In the Netherlands we already reached this goal, but being the go-getters we are, we raised that bar. We want to be the first country in the world with 0 new HIV infections!
To do so, we must search for all people with an undiagnosed HIV infection. It seems that almost 1/3 people with an undiagnosed HIV infection walk around with HIV for over 5 years before becoming diagnosed. Even when most of them visited medical specialist for related illnesses we know as HIV related illnesses.
This campaign creates awareness by educating the medical
specialists about these HIV related illnesses and motivates them to make a HIV test a part of the standard procedure. Next to that, we create awareness with the general public by educating them in a similar way. We motivate them to get tested on a regular basis.
By making a HIV test part of the standard procedure. Without presumptions based on cultural background, gender or sexual preference and/or behavior. This way, we hope to break the stigma around getting tested, and promote a HIV test to anyone who suffers from a HIV related illness, even if you might think that hiv is out of the question because you are in a committed, heterosexual, monogamous, relationship. Break the prejudice. Break the stigma!
REINVENTING THE HASHTAG
The logo we created for this campaign is a newly invented hashtag. We wanted to emphasize the H of HIV by being inspired by the well-known red ribbon used by allies of HIV and aids. By making the hashtag out of two separate, but connected parts, we show the relationship between doctor and client.
SPREAD THE WORD
Dare to… is the glue that holds this campaign together. It triggers the target audience to think outside their own comfort zone when it comes to hiv and hiv-testing. Dare to be Aware is for change of thoughts. Dare to Ask for communication. Dare to know for Education and Dare to get Tested action driven.
Rethink, Communication, Education and Action. These four pillars are needed to create a change. And change is needed to reach the goal of 0 new hiv-infections in the Netherlands by 2030!
VISUAL STORY TELLERS
The visuals used in this campaign consist of photography of real people. The right side of their faces are covered by a white square. This portrays their unawareness about the topic. The slogan cuts away around their eyes, making them see more of the bigger picture and therefore making them more aware. These visuals are accompanied by icons that represent the four pillars, sexuality and emotion.
WE DO WEBDESIGN WELL
The first site for this campaign is for the general public where we share knowledge and motivate to get tested. By searching for a hiv-related illness you can download a conversation starter in the for of a little card. This card with tips on how to ask for a hiv-test will come in handy for your next appointment with your doctor.
NOT ONLY DESIGN
WE ARE ANIMATORS AS WELL
Next to the design we came up with the slogan that will motivate the target audience to participate in this study. Speaking to the ‘communal’ believes this target group holds dear.