The Other Pandemic: Myths About HIV/AIDS

PROBLEM

In December 2020, the Bureau of Marketing Technologies was approached by the Alliance for Public Health to raise awareness about testing for another pandemic—one that is often forgotten today: HIV/AIDS.

Currently, the HIV infection rate in Eastern Europe and Central Asia is higher than anywhere else in the world.

It is impossible to detect the virus’s symptoms on your own. HIV can live in the body for a long time without showing any signs. The only way to know is to get tested.

“Right now, it is especially difficult to talk about diseases other than COVID-19. Yet these diseases haven’t disappeared—they have simply fallen out of sight. The goal of this project was to draw attention to the HIV/AIDS pandemic and encourage people to get tested. The world has changed, and so has medicine. Rapid testing is accessible, anonymous, and quick—there is no reason to fear it. We want as many people as possible to know about this.”

TASK

• Improve awareness among the target audience about the availability and benefits of rapid HIV testing.
• Generate public interest and engage key groups in HIV testing.
• Stimulate demand to increase the supply and accessibility of rapid tests in pharmacies.

IDEA

Most medical tests are seen as routine procedures. However, HIV testing is still surrounded by misconceptions about its complexity, lack of confidentiality, risks, and long process.

Today, HIV testing is no longer limited to facilities with alarming names like the “AIDS Center.” It is now available in private clinics, mobile clinics, and—something not widely known—even at home.

This test is crucial because people diagnosed early can live long and fulfilling lives.

Our communication campaign not only raises awareness but also tackles fundamental triggers—stereotypes and fears—that prevent people from getting tested. We have unified this social initiative under one mission, one idea, and one hashtag: #test_not_a_quest.

The name emphasizes the core message of the campaign: getting tested doesn’t require extra effort.esting doesn’t bite—it’s simple, necessary, and accessible. Just take it and do it.

SOLUTION

1.

Developed a communication campaign unified by a single mission and idea.

2.

Created a stop-motion video showcasing the simplicity of rapid HIV testing.

4.

Published native content about the availability of rapid testing and amplified the information campaign through media placements.

5.

 Provided opportunities for people to learn about the testing process beyond social media.

IMPLEMENTATION

We enlisted the support of five well-known Instagram bloggers and opinion leaders from Ukraine, Georgia, and Russia who had the right target audience and united them under a single mission.

They shared personal stories about myths and stereotypes surrounding HIV testing. The bloggers took the test themselves and encouraged their followers not to fear getting tested.

Additionally, the bloggers also learned:

RESULT