July 18, 2012
VANCOUVER, BC – In partnership with Vancouver Coastal Health and Providence Health Care, FCV Interactive today unveiled a bold new campaign that places Vancouver at the epicenter of a movement that will end HIV.
As the second phase of last year’s award-winning “It’s Different Now” campaign, CHANGE HIVSTORY transforms awareness into action with a high-impact ‘do-something’ PSA encouraging all of Vancouver to join together and get tested. Supported by television and radio spots, a powerful print and social media campaign and a new interactive website, the uplifting campaign leverages the incredible advancements in HIV treatment and care to take a completely different approach to previous HIV awareness campaigns.
“Fear-based tactics found in most HIV communications just perpetuate the stigma that prevents people from getting tested,” explains Johann Starke, FCV’s President and CEO. “So to resonate with those who still feel HIV is someone else’s disease, we set out to inspire and empower them to become a part of the solution, by participating in a movement that will change history.”
The centerpiece of the whole campaign is an evocative three-minute video, which references similar successful movements from the past to demonstrate how some of the greatest changes in history have come as a result of a collective effort. In addition to getting showcased online at www.ItsDifferentNow.org and in a 30-second television PSA, the video – seen below – is being promoted extensively to key influencers and communities across the social web.
"CHANGE HIVSTORY is one of the most innovative pieces of work I’ve encountered in the field of HIV health promotion,” says Dr. Réka Gustafson, Medical Director of Communicable Disease Control in Vancouver. “It’s an inspiring call-to-action for all of Vancouver to do something that some thought would never happen – something many still don’t understand actually can happen: end HIV. In Vancouver, we can actually do this, and we are closer than we realize.”
Vancouver Coastal Health is responsible for the delivery of $2.9 billion in community, hospital and residential care to more than one million people in communities including Richmond, Vancouver, the North Shore, Sunshine Coast, Sea to Sky corridor, Powell River, Bella Bella and Bella Coola.
Providence Health Care (PCH) is one of Canada's largest faith-based health care organizations, operating 16 health care facilities in Greater Vancouver. PHC operates one of two adult academic health science centres in the province, performs cutting-edge research in more than 30 clinical specialties, and focuses its services on six "populations of emphasis": cardio-pulmonary risks and illnesses, HIV/AIDS, mental health, renal risks and illness, specialized needs in aging and urban health and is home to the B.C. Centre for Excellence in HIV/AIDS.
FCV Interactive is the user-focused transformation agency. Every day, we redesign organizations and create digital services that people love. With over a decade of expertise working with public and private sector clients, we deliver experiences that make life better. To learn more, visit fcvinteractive.com.
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