CATIE X CLARK
CATIE - FACE HIV NO FEAR
Today, more HIV prevention options are available than ever before. But research shows that many people are still unaware of them and of how effective they are. One of the greatest benefit of new prevention strategies like pre-exposure prophylaxis (PrEP) and HIV treatment as prevention, is that they are reliable, can be planned in advance, and can reduce or eliminate the fear of getting or passing on HIV. This is particularly beneficial for communities at high risk for HIV.
The campaign aims to raise awareness about HIV prevention options, particularly pre- exposure prophylaxis (PrEP) and HIV treatment as prevention.
Specific groups and populations may be
at increased risk for HIV
- Trans people - Gay and bisexual man - Black communities - Indigenous people. These communities deserve the tools to help prevent HIV : This is CATIE’s mission as Canada’s source for HIV and hepatitis C information
FACE HIV WITH NO FEAR: MORE CONFIDENCE, MORE AUDACITY and MORE FREEDOM. This is how we want to talk about these new HIV prevention methods, by using positive and inspiring messages of confidence, rather than fear and stigma. The campaign unfolded over 3 phases:
This is an opportunity for influencers to introduce their partnership with CATIE and engage with their community by asking them what they know about HIV and how they approach the subject.
Introduction of new HIV prevention methods
With a positive & luminous portrait, influencers FACE HIV while introducing PrEP & treatment as prevention. It is also an opportunity for them to share statistics showing the community they belong to (trans people, gay and bisexual men, indigenous people, black communities) is at increased risk of HIV.
Influencers keep the conversation going with interactive Instagram stories. This campaign was also scaled up
to reach key communities at increased risk of HIV.