'A Test Like Every Other'
In life we go through a series of tests that have the ability to shape or affect our immediate future. Our campaign normalises the HIV test by putting it in context with a series of other tests that we experience in life with the slogan,
'A Test Like Every Other.'
In life we go through a series of tests that have the ability to shape or affect our immediate future. Our campaign normalises the HIV test by putting it in context with a series of other tests that we experience in life with the slogan,
'A Test Like Every Other.'
Brief:
Each group in the course all uploaded their outcomes onto a communal blog. Each entry was studied by MTV and they commented accordingly:
Brands and Brand Communication Brief – 2010 –
MTV Staying Alive ‘Take the Test campaign’
Background: About Staying Alive
Staying Alive is MTV’s global HIV and AIDS awareness and prevention campaign.
The campaign has come about due to the relevance of HIV education to MTV audiences. It is estimated that there are 5 million young people aged 15-24 who are
living with HIV -- ~ every 38 seconds a young person is infected with HIV and 60% of people infected globally do not know they are living with HIV.
Since it launched in 1998, Staying Alive has retained a set of core beliefs and values – that change lies in the hands of young people - and that if the dynamics of the HIV epidemic are really to alter then this generation must be informed and empowered.
Being a part of MTV means Staying Alive can reach young people on a monumental scale – with MTV’s network of channels reaching over 1 billion people around the world, it has the power to influence change.
Staying Alive isn’t a campaign that tells young people how to live their lives. It’s about making sure young people are clued up – and have the necessary information to make the right decisions. For Staying Alive, knowledge is power, and could save lives…
The Emmy Award winning campaign consists of documentaries hosted by the likes of P Diddy, Beyonce and George Michael, highly creative and informative PSAs, as well as youth forums, celebrity interviews, powerful regional dramas and extensive digital and social media content.
All Staying Alive content is made available rights free and cost free to broadcasters around the world – which enables the message to be spread even further.
This year’s flagship on-air production is called Me, Myself & HIV.
About Me, Myself & HIV
Set to hit MTV screens globally on December 1st, World AIDS Day; Me, Myself & HIV is a one-off documentary from the award-winning Staying Alive Campaign.
Edgy, entertaining and enlightening, Me, Myself & HIV follows the lives of two twenty-somethings - Slim; an aspiring DJ and music producer from Zambia, and Angelikah; a college student from the USA - both living with HIV. The show follows them as they tell their stories from the very beginning: why they decided to get tested, to the aftermath of getting their results, right through to the present day where we get to see the complicated layer HIV can sometimes add when it comes to everyday lifestyle choices such as dating, work and friends.
MTV is working with Firecracker Films on this production.
The show will be aired on 38 MTV channels in 151 territories, as well as through third party broadcasters, and on digital platforms.
Campaign Objective:
Careful casting has ensured that Me, Myself & HIV documents the lives of two people that the MTV audience can directly relate to – we want this to help drive home the message that HIV can affect anyone regardless of race, social class, sexuality and geographical location - as well as serve a purpose in smashing stereotypes and stigma associated with the disease. We want to establish a connection with as many of our audience as possible in order to make this messaging all the more powerful.
Ultimately we want young people who have watched Me, Myself & HIV to get tested for HIV.
Our insight:
People are scared of the thought of taking an HIV test. We tend to feel anxiety before taking most test and feel relief once we've completed a test that was important to us.
Our approach:
We want to normalise HIV.
Put HIV in the same context as other tests we have survived. Blend it with others we have dealt with.
By using different people with different ages and different backgrounds.
