2020 & 2021
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.
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.
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.
THE CARE SALON
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.