KnowHIV
I’m Glad I Know
Making HIV testing more approachable through stories shaped by the people who lived them.
The work
Community engagement informed a campaign spanning photography, video, social media and out-of-home. Participants' own words connected the work across formats, keeping lived experience at the centre of the message.
Services
Community engagement, creative strategy, creative direction, campaign development, messaging, photography, video, social media, out-of-home.
The impact
Our first push outperformed previous creative across most channels, generating approximately twice as many website visits while lowering the cost of driving traffic. The next phase is now in market, with more results to come.
The challenge
Encourage HIV testing among people putting it off because of fear, stigma or uncertainty. The campaign needed to make testing feel approachable and personally relevant.
The idea
We invited real community members to share what had shaped their own testing journeys. Each participant authored the lead-in statement featured in their ad, giving them a direct role in how their experience was represented.
Paired with intimate portraits and unscripted storytelling, those reflections gave the campaign its voice. I'm Glad I Know framed testing around the reassurance and agency that knowing can bring.
