Published on Friday, July 20th, 2012 by Peter Giffen

Interactive agency FCV has unveiled a new campaign for Vancouver Coastal Health and Providence Health Care that places Vancouver at the epicentre of a movement that hopes to end HIV. As the second phase of last year’s award-winning It’s Different Now campaign, CHANGE HIVSTORY offers a PSA encouraging all of Vancouver to join together and get tested. Supported by television and radio spots, a print and social media campaign and a new interactive website, the campaign is based on remarkable advancements in HIV treatment and care.

“Fear-based tactics found in most HIV communications just perpetuate the stigma that prevents people from getting tested,” explains John Starke, FCV’s president and CEO, in a press release. “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 centrepiece of the campaign is a three-minute video that refers to 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 – is being promoted extensively to key influencers and communities across the social web.

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