We took conversations that were usually hidden on the Grindr app and created a way to expose them and start a conversation. The Real Conversations of Grindr were revealed at an activation as part of the Queer Festival, MELT. The five different conversations followed the journey from flirting to the moment they reveal they have HIV and the onslaught of abuse that followed.

We had real people reading these Grindr conversations, and captured their reactions as the conversation took an unexpected turn and they experienced first-hand the stigma and abuse HIV positive people are subjected to daily. The kind of stigma that is so often only seen by those affected, and now that others were seeing it, they were able to speak out against it. After filming the reactions and their thoughts after finishing the conversation, we used the footage to create a video that was shared online.

We created a must-see exhibition at the MELT Queer Festival. We launched with international Queer performer, Amanda Palmer, experiencing the Real Conversations of Grindr activation. Then as pairs from the public filed into the booth they were shocked by what happened next.

People were asked to read through a real Grindr conversation, but as it took a negative turn, we captured their reactions as they experienced first-hand the stigma and abuse HIV positive people are subjected to daily.

The HIV Foundation Queensland shared the video on YouTube and Facebook. With zero media budget, we waited for the video to spread organically. And it did. The video was picked up globally overnight. Publications including HuffPost, Refinery29, Mashable and GayTimes UK shared the video alongside articles speaking out against HIV stigma. The video was shared by viewers around the world as they spoke out against the shocking behaviour.

The Real Conversations of Grindr gained huge online momentum, garnering media coverage internationally, reaching over 200 million. With zero media spend, the conversation sparked a global reaction, with international users sharing their disgust and pledging to put an end to the stigma.

Most importantly, our conversation changed behaviour, with 35% more Australians feeling safe to share their HIV status with others. And while HIV stigma had affected prevention efforts, regular HIV testing in Queensland is up 32%. Additionally, the testing had a roll-on affect, with a 16% reduction of new HIV cases reported from the year before. In Australia, HIV rates are the lowest they’ve been in five years.

A dramatic change in HIV stigma and prevention began with a conversation. Now, according to Australian Federation of AIDS Organisations chief executive Darryl O'Donnell,

“Gay and bisexual men are testing more often and treatment rates are higher than they've ever been.”