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...