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Objective

To destigmatize about HIV and shines light to the stereotype with technology.

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Challenge

The stigma of HIV still exist even in the digital world today, how do we educate the netizens about A.R.T and debunking HIV myths through technology.

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Insight

In the misty world full of hating and taking, only through giving will clear all the smoke.

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Execution

In order to maximize the awareness of our campaign, we decided to create a new brand identity named "U=U" the story behind this brand name derived from the ideology where we wanted to promote equality for every human race regardless of them being healthy or HIV patient. With this campaign we created a digital video promoting ART medicine as well as the demoting the social norm of HIV patient not being normal in Myanmar. The best highlight would be creating a microsite for HIV patient to express their thoughts and feelings on the portal. We've also invited influencers collabration to create a U=U musics online to spread the message to every regions of Myanmar.

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Outcome

The campaign sparked a huge publicity on the internet especially on Facebook Sphere. The microsite collected more than 5000+ messages across Myanmar netizens. The song was on the top 10 music chart on JOOX music application during the first week of release. Most importantly we were able to save lives of the individuals that were victim of HIV who were suffering from society oppression, and depression through our collaborative campaign.

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Result

• Collected more than 5000+ messages on microsite [90% of the messages were from HIV patients]

• Able to donate and collaborate with 10+ communities on distributing ART medicine.

• "U=U" video reached 4.5 millions view in the first month of release

• "Making of U=U song' Featured on Myanmar Celebrity

• Reached JOOX "Top 10" chart on the first week of release on JOOX