Ever year half of HIV infections occur in young people under the age of 25. Among people with HIV who are receiving medical care, young people aged 18 to 24 are more likely to be living in households with low income levels, recently homeless, recently incarcerated, or uninsured.
The challenges facing young people living with HIV continue to create inequality along with challenges in finding employment, love, and acceptance among their family, friends and their community. When young people are asked if they can identify a person living with HIV, the answer continues to be no, which only drives the level of fear, misinformation, and stigma for those living with the disease.
Paper Napkin Marketing recognized the power and opportunity to create meaningful change by empowering and sharing the stories of young people living with HIV. The concept of Does HIV Look Like Me? was simple in its approach. Give confidence and remind young people living with the disease that they were worthy to be loved, accepted, and could still live meaningful and fulfilled lives free of stigma and full of opportunity and dreams.
This bold and unapologetic approach quickly caught the attention of major media outlets and international corporations and organizations, including UNAIDS, who asked Paper Napkin Marketing to take their meaningful work and bring it to communities across the globe. Does HIV Look Like Me? has been produced in the United States, Mexico, South Africa, Swaziland, and included training in Norway in partnership with Her Royal Highness Crown Princess Mette-Marit of Norway.
Todd Murray, Creative Director at Paper Napkin Marketing, appeared in Newsweek, USA Today, MTV, BET, POZ, People Magazine as part of the Does HIV Look Like Me? campaign.
Paper Napkin Marketing provided Does HIV Look Like Me? with the following services:
Developed a detailed proposal in partnership with Pfizer for the United Nations for the Does HIV Look Like Me? campaign.
Produced Does HIV Look Like Me? in Mexico, South Africa and Swaziland.
Established and managed comprehensive production budget.
Worked with community-based NGOs to identify campaign ambassadors including preparing guidelines for ambassador safety.
Developed and facilitated comprehensive training for ambassadors in each country.
Identified and arranged locations for each country shoot, including local production crew.
Established production schedules and oversaw video and photo production including interviewing each ambassador.
Managed production crew before, during, and after in-country production.
Managed post production of each country campaign; content included over 100 ambassador videos, print campaign images, and the campaign DVD kit with a resource guide available in multiple languages.
Managed and worked with graphic designer and programmer to develop campaign website for the client with a variety of features including video, print, and social media.