AIDS Concern

In Hong Kong, prejudice towards people living with HIV continues to be a problem. To help AIDS Concern address this, TBWA\Hong Kong conducted a unique social experiment. A delivery truck was sent around the city giving away complimentary coffee made by people living with HIV. The polarising results were then documented and published online to bring the issue to light.

To confront this fear, we offered free coffee made by people living with HIV. This footage was posted online to expose peoples' reaction and stigma. It created a discussion on social platform and helped people to understand that HIV can't be transmitted by daily contact. 

This awareness campaign has reached over 2.3 million people and we got the whole city talking, breaking records in AIDS Concern’s 25-year history. This is equivalent to a third of Hong Kong’s population. With a campaign budget of US$30K inclusive of media and production costs, that’s US$.013 per person reached. The awareness was greatly amplified by the international coverage that was earned, including over a dozen press articles, two radio interviews, 50 blog posts in five different languages and over 300 social media posts.