HIV Campaign - I Can

Background

In a world where a once-daily lifesaving medication exists, a story of death in both Zimbabwe and Malawi persists. Antiretroviral treatment (ART) can keep the HIV virus level so low that it becomes undetectable, allowing those living with HIV to live full and healthy lives.
Yet, despite high awareness of ART, a devastating association with HIV and death persists. A social death. A death of past lives and freedoms.
The uptake and adherence to the treatment has remained low in both of these countries. Population Services International (PSI) set a brief aimed at shattering these misconceptions and empower people living with HIV to break free from the chains of fear and embrace the hope and promise of ART.

Execution

We aimed to challenge the status quo and rewrite the story of HIV treatment. Instead of being about death and limitations, the campaign envisioned a future where people living with HIV can reclaim their freedoms and live life to the fullest.
We brought this vision to life through a powerful marketing and brand strategy, infused with the insights of human-centred design. Key messages conveyed the benefits of (ART) to people living with HIV (PLHIV), the healthcare system, and the broader community, using everyday people as the voice of change.
The creative concept at the heart of the campaign "Breaking Free" encouraged PLHIV to break free from the limitations imposed by their diagnosis and live life on their own terms. The message was clear: with ART, HIV is a manageable illness, and you can continue to live, dream, and aspire like anyone else.

Results

The campaign successfully achieved it's objectives by;
- Generating over 9 million impressions and reaching over 1.5 million people in Zimbabwe and Malawi
- There was an increase in the number of clients who restarted treatment, decreased the number of clients lost to follow up, increased the number of clients who were virally suppressed, and increased the number of clients who newly initiated treatment