AIDS Concern: Can coffee melt stigma?

This case study describes how AIDS Concern, a small Hong Kong NGO, exposed the country's hidden stigma towards HIV carriers and changed people's minds about them.

AIDS Concern: Can Coffee Melt Stigma?

Terence Ling

Campaign details

Brand owner: AIDS ConcernLead agency: TBWA Hong KongBudget: Up to 500kCountry: Hong KongIndustry Charities and voluntary organisationsMedia channels: Earned media, buzz; Events and experiential; Newspapers: Online video; Outdoor, out-of-home; Public relations; Social media; Word of mouth, advocacy

Market background and cultural context

The fight against HIV-related stigma needs a new way

In the fieldwork regarding AIDS, it is common to hear that the stigma towards it is more hideous than the disease itself.

In 1995, residents of Richland Gardens...

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