Take Action Video from One Life / Une Vie on Vimeo.
Bristol Myers-Squibb Canada today launched the third phase of its One Life to Live HIV awareness campaign, an effort that now includes creative targeting people already living with the disease.
The overall campaign first launched in 2008 and, for its first two years, was predominantly focused on encouraging Canadians to get tested for HIV. This year’s additions, however, include messaging that urges people who have tested positive for HIV to seek treatment.
Much of the messaging can be found on the revamped OneLifetoLive.ca website, which now includes video testimonials in French and English from people with HIV.
“It was important to have an aspect of our campaign for people living with the disease,” said Line Desjardins, account director at Montreal agency Bleublancrouge, which developed collateral for the campaign. “We continue our efforts on getting tested, but now we have a new focus on getting care.”
Another key creative element of the campaign is a 70-second viral video aimed at reminding Canadians of the dangers still posed by HIV. The video depicts several men and women whose bodies are yanked violently by an unseen force. The piece ends with copy that says, “To those who don’t see the danger. HIV is still here. Take action.”
“The short film is intended for the people who think they’re invincible,” said Dominique Trudeau, creative director at Bleublancrouge, who added that both the testing and care messages were vital as 25% of people with HIV are not aware of it, and a quarter of those who know they have the disease are not being actively treated.
The Take Action video is also part of a One Life toolbox developed by the agency for use by Canadian AIDS Service Organizations.
