GSK / ViiV Healthcare - "#ZEROSTIGMA"

Sra. Rushmore

Sra. Rushmore Madrid, Spain

Awards

663

This ad is part of the ACT Responsible Collection

Brand: GSK / ViiV Healthcare
Country: Spain

Advertiser: GSK / ViiV Healthcare

Title	#ZEROSTIGMA
Agency	Sra. Rushmore
Campaign	Daniel's Apartment
Advertiser	GSK / ViiV Healthcare
Brand	GSK / ViiV Healthcare
Date of First Broadcast/Publication	2022 / 6
Business Sector	Health & Pharmaceutical Products
Story	This is the real story of Daniel, a person with HIV and the struggles he has to find a flatmate in Madrid. The film documents a real social experiment: after posting an ad in the main housing platform, we hear the real calls he received from people interested in the apartment. And how they react when he tells them he has HIV. The film ends with a powerful conclusion: even though we are more polite by phone, stigma is still there.
Problem	Currently, it’s perfectly possible to live with HIV. The greatest challenge is fighting to end the stigma, since we’ve managed to greatly improve life expectancy, but continue to face poor mental health and overall quality of life.
Result	Thanks to this campaign, the conversation about stigma sparked again and has captured social media attention when social networks are covered with millions of content more exciting than VIH. We needed to talk about HIV stigma again, with a new perspective: putting the focus on mental health and wellbeing of HIV patients. That’s something millennials are really worried about.
Media Type	Case Study
Length	132 seconds
Post Production	Metropolitana
Creative Team	Miguel Gª Vizcaíno
Creative Team	Marta Rico
Creative Director	Munia Bilbao
Creative Director	Pablo Cattáneo
Copywriter	Esperanza Tabasco
Art Director	Ana Casado
Creative Team	Arturo Sánchez
Production Company	Primo Content