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;...