The Brief

Since 1981, the world has believed that HIV is a death sentence. In 2019, this belief hadn’t changed, but medical science had.

Research showed that:

• 38% of New Zealanders would not be comfortable having a flatmate who is HIV positive
• 42% would not want their food prepared by someone living with HIV
• 46% would not be comfortable letting their child play with a child who is HIV positive

None of these scenarios have ever posed a risk of HIV transmission. To shift how the world thought about HIV, we had to do the unbelievable. Create life.

On World AIDS Day 2019, the New Zealand AIDS Foundation, Positive Woman and Body Positive launched Sperm Positive, the world’s first HIV Positive Sperm Bank.

Mango was tasked with ensuring the launch was recognised far and wide. 

The Strategy

We used the power of media to dominate the conversation and change perceptions, making this the most talked about HIV story since the shock headlines of the ‘80s.

All communications were crafted to not only grab attention and drive awareness, but also educate, with clear, succinct and factual information. 

We used real stories of real people, backed up by real experts, to show New Zealanders that people living with HIV are humans who suffer needless rejection. 

By educating New Zealand that, when treated effectively, there is no risk of HIV transmission through condomless sex or childbirth, we aimed to make a significant impact in all other areas where stigma still persists.

The media-led campaign resulted in global coverage across 94 countries, with a reach of more than 1.8 billion.