In Lesotho, Southern Africa, thousands of children die every year because the shame and stigma associated with HIV means they keep their illness a secret, and don’t get the treatment they desperately need. Sentebale needed an idea that would raise awareness of this tragic issue and put them on the map.

Working with Prince Harry’s charity Sentebale, we called on the Nation to share a secret to #FeelNoShame on World AIDS Day to raise awareness of this tragic issue. The more secrets people shared, the more celebrity secrets we revealed - building to a big secret from Prince Harry himself. Leveraging Prince Harry’s links to the charity and the public’s insatiable interest in celebrity secrets, we were able to create a PR story to springboard our message into national and international press and news stations.

The campaign exploded, not only on Twitter with the public and celebrities sharing secrets, but also in the media with national and international press covering the campaign and bringing much needed attention to a tiny charity.

The campaign launched just after midnight on the 1st December, with Prince Harry calling on the Nation to #FeelNoShame and share a secret in support of the Children of Lesotho. Using Innovative technology we responded to every Tweet, driving people to FeelNoShame.Today, where they could see all the secrets being shared. The more secrets people shared the more celebrity secrets we revealed - building to a big secret from Prince Harry himself.

The best tweets were then posted to Digital OOH sites across the country on WAD spreading awareness of the campaign and encouraging more people to get involved.

The #FeelNoShame campaign dominated conversation on World Aids Day. The #FeelNoShame hashtag trended globally for six hours, with a reach of 130m on Twitter and more than doubled Sentebale’s Twitter following.

Media coverage hit a staggering 195m circulation within the day of campaign launch.

The campaign was covered in depth across the BBC, ITV News, Sky News, Channel 4 and CNN, as well as all national press on Dec 1st and 2nd. “Prince Harry’s secret” had spread to the US, Australia and Asia by evening, dominating international press the following day.