One of the challenges facing the African content is getting people to willingly test for HIV/AIDS in order
to curb the spread of the virus. As part of the solution, Population Services International (PSI)
is in the process of distributing free HIV-self testing kits on the continent.
to curb the spread of the virus. As part of the solution, Population Services International (PSI)
is in the process of distributing free HIV-self testing kits on the continent.
What if a film could educate the most remote communities and help
them understand the value of knowing their HIV status,
and show that whether their test results turn out positive
or negative they can still live a full and healthy life.
them understand the value of knowing their HIV status,
and show that whether their test results turn out positive
or negative they can still live a full and healthy life.
This story is about hope.
In order to gain insight into the lives of the most desolate individuals who's lives are impacted most by the HIV/AIDS we visited Malawi and Zimbabwe to conduct research in each country’s rural
and Peri-urban areas. We conducted interviews to identify archetypes within the different communities.
These archetypes were created based on the behavior of people in relation to the subject of HIV.
and Peri-urban areas. We conducted interviews to identify archetypes within the different communities.
These archetypes were created based on the behavior of people in relation to the subject of HIV.
We interviewed mothers at the clinics, unemployed young men
at the taxi ranks and drinking hubs,nurses at the clinics as well
as prostitutes at the hair salons.
These character types form the base of our story.
at the taxi ranks and drinking hubs,nurses at the clinics as well
as prostitutes at the hair salons.
These character types form the base of our story.
The campaign included educational posters, a radio drama and multiple branded elements.
The short film was was adapted to eight different languages and has been successful
in reaching a wide target audience. Since most of the people in these communities do not have
access to a private TV set, the film is being screened in public spaces.
The film has been adapted into a stage drama where local
actors visit remote communities to stage the performance.
The short film was was adapted to eight different languages and has been successful
in reaching a wide target audience. Since most of the people in these communities do not have
access to a private TV set, the film is being screened in public spaces.
The film has been adapted into a stage drama where local
actors visit remote communities to stage the performance.
Client: PSI (Population Services International)
Agency: Ignite Joe Public
Year: 2018
Agency: Ignite Joe Public
Year: 2018