HIV is still very much related to promiscuity. And because there is no cure for the disease, it provokes much fear in society. This fear, associated to social profiles that are considered as risky groups, promotes discrimination. In Brazil this scenario is made worst by the lack of proper information and the increase of personalities who advocate in favor of conservative values. Therefore, the fight against prejudice is an urgent call.

Social contact with someone who has the HIV virus offers much fewer risks than most believe. To prove this, we created the first HIV positive poster in the world. A poster made with a drop of HIV positive blood.

With this campaign GIV reached its goal of bringing to life the debate against discrimination, mobilizing young people and human right advocates promoting respect and inclusion for HIV positive people.

The poster was created with the essential help of HIV positive patients that go to GIV. Nine volunteers, accompanied by a specialized physician, provided blood samples to make the posters that were then placed in colleges, bars and urban media spaces in Sao Paulo during over a month.

Each poster showed the patient’s name, age, and how long she or he had been HIV positive.

After the posters were ready, the nine volunteers went out to see the public’s reaction, with touching and extremely positive results.

With this campaign GIV, reached its goal and started a debate on discrimination, mobilizing young people, communities, religious groups and human rights advocates to promote inclusion and respect to these patients.

The HIV positive poster generated great awareness and solidarity for the fight against discrimination of HIV positive patients, reaching more than 50 million people directly impacted by the posters and news about the campaign. Including TV Globo, the largest broadcast TV channel in Brazil, besides other communication vehicles such as other TV channels, radio, newspaper, and Internet.

One day after the launch, the campaign’s video had become news in important sites all over the world.

It was also praised by the UN.

Only in one week:

- 519 Million of media impressions

- U$ 1.684,280 in earned media.