ACCHO, The Care Collective

Red chair against a brick wall with plants in the background.
Red chair against a brick wall with plants in the background. Text overlay says, "It's time for positive conversations"
Campaigns

ACCHO

POSITIVE CONVERSATIONS
2020 & 2021

 

The Challenge
With The Care Collective entering its second (and a half) year, we wanted to continue engaging audiences in ACCHO’s newest initiative and show African, Caribbean and Black (ACB) women in Ontario how important –and easy– self-care is. And that self-care includes getting tested for HIV.

 

Our Approach
Through our research, we learned the more conversations ACB women were having around HIV and getting tested, the more likely they were to get tested themselves. So, we worked with ACCHO to model the “positive” dialogues about living with HIV that we want ACB women to lead. Dialogues that are less about fear and more about hope; less going it alone, more about mutual support; less “cure”, more care. So we invited ACB women who are living with HIV to come and talk openly. But nobody showed up.

 

Despite our extensive network of HIV service providers, we were unable to cast a black woman who is HIV positive to appear in our anti-stigma campaign. This shows that it’s not just HIV that’s the problem in our community. It’s also the fact that no one wants to talk about it. So we used that response to our advantage, in a spot that highlights how much work we still need to do to make #PositiveConversations a part of our daily life. 

 

Collective Impact
Launched on World HIV Awareness Day (Dec 1st), we drove over 1M views of our spot, helping to educate women from the community on the importance – and ease – of HIV testing as a part of one’s self-care routine. We also started a real online conversation using key voices and influencers in the community to explain the importance of these important talks. With news coverage spanning the province, we drove thousands of new visitors to the ACCHO’s website, where people could find out how to get tested and start #PositiveConversations among their own networks. 

 

Creative Partners
LeSean Harris

 

THE CARE SALON
2019

The Challenge

Due to social and systematic barriers, African, Caribbean, and Black women in Ontario are disproportionality testing positive for HIV. Our challenge was to encourage these women to get tested for HIV/AIDS and know their status.

 

Our Approach

Public created “The Care Salon”, a pop-up activation at local Black-owned hair salons, where point-of-care HIV testing would be offered to patrons in the salon that day. By including HIV testing in a broader message about self-care, we aimed to address barriers around accessibility, education and the stigma around getting tested.

 

Collective Impact

Through a series of activations and a digital, social, and influencer strategy, we educated audiences and encouraged them to learn more about the issue, the barriers, and begin to take part in an open dialogue about the importance of testing. We activated the community to get tested and begin to consider testing as a part of their overall wellness ritual.

 

Creative Partners

Eggplant Music & Sound

LeSean Harris

Jermaine Will

Brian Horrell

 

Awards Won

The One Show, 2021 – Health, Wellness & Pharma – Merit Award
Clio Awards, 2021  – Health Awareness & Advocacy – Silver

  • Strategy

    Campaign

  • Client

    ACCHO

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