With common treatment, somebody with HIV/AIDS can stay a full life with few to no well being issues. The toughest a part of dwelling with HIV/AIDS, although, is the stigma—misplaced friendships and office strife—that for a lot of, can really feel harsher than the illness itself.

As one of many largest purpose-built HIV/AIDS hospitals on the planet, Casey Home needed to proceed its multi-year marketing campaign to smash stigma, educate the general public about transmission and assist folks relate to the expertise of dwelling with HIV.

A survey by Casey Home discovered that 65 million North Individuals worry being shunned by associates, household and colleagues in the event that they revealed they have been HIV+. The survey additionally revealed that seeing their favourite character on a present like “Associates” or “The Workplace” cope with an HIV+ prognosis would assist greater than half of North Individuals empathize with a pal coping with the identical factor. The staff searched 236 episodes of “Associates” and 203 episodes of “The Workplace” to seek out scenes that may very well be re-edited and re-ordered.

Voice impersonators changed dialogue and look-alikes have been employed for every actor, permitting Casey Home to create new episodes that includes iconic TV characters coping with HIV+ and dealing with the isolation of stigma.

Casey Home launched the episodes worldwide on SmashStigma.ca. To drive visits to the web site and views of the present, it enlisted celebrities, influencers, political figures and HIV/AIDS activists, together with Toronto Mayor John Tory, comic Colin Mochrie, LGBTQ advocates Owin Pierson and Matt Benfield, and extra. The influencers have been mobilized with a package deal of belongings, together with memes and video shorts to share on their social channels on launch day to drive site visitors to SmashStigma.ca.

After viewing the episodes, 88% of individuals surveyed reported feeling extra empathetic to these dwelling with HIV.

Influencer relations generated 254 social posts in 48 hours, reaching greater than 3.4 million folks globally. The marketing campaign generated 92 earned tales and 200 million impressions in 24 hours, and earned 5,001 movies views on SmashStigma.ca, with 100% video view fee. Paid social media effort delivered 1.4 million impressions on a $8,750 price range.

Congratulations to Casey Home’s Sarah Spence.

Study extra about Ragan’s and PR Each day’s present and upcoming awards packages right here.

COMMENT