Campaign details
Brand: The Bill and Melinda Gates FoundationAgency: Ipsos/MatchboxologyCountry: UK
Synopsis
HIV in South Africa
Of all those living with HIV worldwide, almost a fifth are in South Africa. Young women account for two thirds of new infections, but men are over-represented in AIDS deaths. This indicates that men are not testing as much as women, nor initiating treatment as readily.
In fact, they are notoriously hard for health providers to reach. They're not only considered evasive, but may also engage in extramarital sex, alcohol consumption and partner violence, furthering their reputation as being...