In Brazil, some personalities that preach ultra-conservative values had become news in the media. So the fight against prejudice became even more pressing.

Social contact with a HIV positive person offers much fewer risks than most believe. To show this we created the first HIV Positive Poster in the world made with a drop of real HIV positive blood.

A daring and impacting campaign helped to promote the debate against discrimination, in favour of human rights. It mobilized young people, communities, religious groups and human rights advocates, promoting inclusion and respect.

The campaign also generated spontaneous coverage in several communication vehicles, including TV, radio, internet, and newspaper.

HIV is still very much related to promiscuity. And because there is no cure for the disease, it provokes much fear in society. This fear, associated to social profiles that are considered as risky groups, promotes discrimination. In many cases, fearing this discrimination, people with HIV hide from social contact and don’t look for proper treatment. Thus endangering their quality of life and sometimes infecting others.

In Brazil this scenario is made worst by the lack of proper information and the increase of personalities who advocate in favour of conservative values. Therefore, the fight against prejudice is an urgent call.

We knew that to reach our goal, we needed a brave communication approach. Something that could offer the NGO’s low budget the necessary reach to reaffirm its efforts against discriminating HIV positive people and start a real change in society.

The HIV positive poster generated great awareness and solidarity for the fight against discrimination of HIV positive patients, reaching more than 50 million people directly impacted by the posters and news about the campaign. Including TV Globo, the largest broadcast TV channel in Brazil, besides other communication vehicles such as other TV channels, radio, newspaper and internet.

The campaign allowed GIV to bring to life the debate against discrimination and the promotion of human rights, touching communities to foster inclusion and respect for HIV positive people.

It was also praised by the UN.

Only in one week:

- 519 Million of media impressions

- U$ 1.684,280 in earned media.

Nine volunteers provided blood samples to make the posters, which were placed in colleges, bars, and urban media spaces in Sao Paulo during one month.

Thus we reached our goal to bring to light the debate against discrimination, mobilizing young people and human rights advocates to promote respect and inclusion. And the best part: with very little investment.