We issued a call-to-arms – 'Be Positive' – to rally Singaporeans to be the face of people living with HIV (PLHIV). First, we provoked with a video of celebrities stepping forward to disclose their HIV status, but the twist being they were reading out letters on behalf of PLHIV. Then we rallied people on Facebook by inciting conversations with our poignant stories of PLHIV that showed how normal their lives truly were. Finally, we created pic-badges, events and video montages of passionate individuals reading out letters written by PLHIV, similar to the celebrities’ videos, showcasing the new faces and voices of PLHIV.

Within 3 months, we have attracted 17,000 supporters, of which 40% has been earned via word-of-mouth. These supporters also extend out of Singapore across 20 countries including US and UK. Videos have garnered a total of 1.72m views, in a nation of 5m people.

Daily engagement rates are 35 times that of (RED), a global initiative that ran a campaign in the same period. We have also gone from silence to 200,000 interactions – of which 3,500 were user-generated. International superstars, Scissors Sisters, publicly demonstrated their support in their recent performance in Singapore.HIV-testing increased by almost 20%.