The team at Saatchi & Saatchi found that the conversation around HIV had diminished in recent years, but a stigma around it remained. During their research, a startling fact emerged: that there had been an 80% increase in new HIV cases in the 10 years since 2004.
As Jason puts it, “It struck us as strange that nobody was talking about this.” With their insight pinned down, it was time to find partners to help the idea happen. “The advice was to find an NGO to support us. So we approached a whole host of them.”
But they were reluctant to get involved.
“As soon as I understood we would not get NGO support I decided we would go ahead with the idea anyway. Sometimes when you’re trying to reignite a conversation you have to have that audacity and courage and go forward and do it.”