Update HIV – A global campaign to rebrand HIV

Creative idea

“Change the name. End the stigma.” “Update HIV” was a campaign to rebrand and rethink HIV and dissociate a medical condition from years of stigmatization. A call for the virus to be renamed gave a sense of ownership of the issue to the young generation that could see an end to HIV transmissions in their lifetime. Inspired by Archbishop Desmond Tutu’s statement that “language creates the reality it describes”, the campaign targeted key members of the HIV research and prevention community to spark a new conversation about the global HIV strategy and offer a platform to “update” audiences on the realities of HIV today.

Brand name: F/A/Q - The Better Health Group.
Advertiser / client: F/A/Q. - Health Foundation e.V.
Product / service: Health
Campaign name: Update HIV – A global campaign to rebrand HIV
Agency network: SERVICEPLAN
Agency: Serviceplan Zurich
Media agency: Mediaplus Suisse | Mediaplus Germany
Digital agency: Plan.Net
Additional company: Serviceplan Spain
Web address: https://updatehiv.com/
Executive creative director: Marcin Baba, Micha Seger, Emilio Valverde, Jason Romeyko, Alex Schill
Art director: Carina Kienzle, Nadja Tandler, Lorenzo Müller, Luca Di Francesco, Pupé Achavakulhep, Carlos Alcácer, David Pérez
Copywriter: Günter Zumbach, Henry Clarke, Joss Arnott, Pablo Tessio, Florian Joester
Designer: Dominic Shota Schweingruber, Dario Pucci, Lea Manfredi
Account director (agency): Philipp Meyer, Sidonie Bauer, Aline Lichtenhaus, Laura Seifert, Andrea Menzi, Valmire Ahmeti, Yannic Cueni, Vanesa Gómez
Client account director: Roman Malessa, Daniel Nagel
Media director: Matthias Brüll, Max F. Schöngen, Rabea Janssen, Sabrina Duchow, Philipp Sablowsky, Eva Maria Hölzl, Medina Hrustanbegovic, Ilina Wegleiter, Daniela Ibler, Pascal Fröhli, Evelyne Baumgartner
Managing director: Pam Hügli
Strategic planner / strategist: Peter Schäfer
Senior planner: Philip Zsivfkovits
Pr director: Lee Sharrock, Birgit Koch, Marta Queiruga
Film production: Filmproduktion GmbH
Director: Niko Brinkmann
Digital production: Mickaël Paillard, Matthieu Decarpenterie, Jonathan Conan, Charlie D'halluin, Anthony Laplane, Adrian Albu