Living a positive life

It’s estimated that there are over 6,000 people living with HIV across Queensland. And in a recent survey of HIV-positive Australians, a third of respondents reported at least one experience of HIV-related stigma or discrimination in the last 12 months.

Working with our partners Queensland Positive People (QPP), we were more than honoured to create “Living a Positive Life” – a bold, optimistic and decidedly positive campaign to increase awareness of HIV, re-educate, and reduce the negative attitudes toward people living with HIV (PLHIV).

The campaign features gallery-worthy portraits and the personal, positive stories of HIV-positive ambassadors and is designed to spark curiosity in the individual and move beyond the stigma – to show that you can be HIV positive and still live a positive life.

Campaign results were incredible, with two-thirds of people finding the campaign effective in changing opinions about the stigma of being HIV positive. “Living a Positive Life” also delivered a more than 2,000% return on investment, reach of over 1.5 million people, social media impressions of almost 2.5 million, and post engagements of over 65,000. Plus, the campaign collected massive amounts of earned media through radio, newspaper and magazine, online and outdoor across the country. With more than 30,000 visits to the QPP website and thousands of views of the ambassador stories, you could say we were positively thrilled!