The brief for the Queensland Positive People HI campaign was to reduce the stigma associated with living with HIV through re-education. In answering the brief, we created a series of assets featuring our nine ambassador – real people living with HIV. In crafting the copy for these pieces, we conducted interviews with our talent prior to the photo shoot to get to the very essence of their lives.
Our aim was to tell their individual stories to demonstrate that being HIV positive did not define them. We demonstrated that being HIV positive was just a part of who they are and doesn’t stop them from living big, bright and colourful lives.
