标题 | #ZEROSTIGMA |
广告公司 | Sra. Rushmore |
广告战役 | Daniel's Apartment |
广告主 | GSK / ViiV Healthcare |
品牌 | GSK / ViiV Healthcare |
首次发布日期 | 2022 / 6 |
行业领域 | 保健与医药产品 |
剧情简介 | This is the real story of Daniel, a person with HIV and the struggles he has to find a flatmate in Madrid. The film documents a real social experiment: after posting an ad in the main housing platform, we hear the real calls he received from people interested in the apartment. And how they react when he tells them he has HIV. The film ends with a powerful conclusion: even though we are more polite by phone, stigma is still there. |
问题 | Currently, it’s perfectly possible to live with HIV. The greatest challenge is fighting to end the stigma, since we’ve managed to greatly improve life expectancy, but continue to face poor mental health and overall quality of life. |
结果 | Thanks to this campaign, the conversation about stigma sparked again and has captured social media attention when social networks are covered with millions of content more exciting than VIH. We needed to talk about HIV stigma again, with a new perspective: putting the focus on mental health and wellbeing of HIV patients. That’s something millennials are really worried about. |
媒体类别 | 案例研究 |
长度 | |
后期制作 | Metropolitana |
创意团队 | Miguel Gª Vizcaíno |
创意团队 | Marta Rico |
Creative Director | Munia Bilbao |
Creative Director | Pablo Cattáneo |
文案 | Esperanza Tabasco |
美术指导 | Ana Casado |
创意团队 | Arturo Sánchez |
制作公司 | Primo Content |