“If your idol said he had HIV, what would you think?”.

That is the question raised ViiV Healthcare Spain in his new campaign. A question that, in reality, shows the lack of references in our country of people who live with the virus and the disease. The laboratories have sent a message of awareness, hand in hand with the agency Mrs. Rushmore, to highlight the prejudices that still prevail in our society.

“Famous InVIHsible” It is launched within the framework of World AIDS Day, which takes place every December 1. The piece stars a famous person whose identity is not revealed and who tries to communicate that he has HIV, but regrets his attempt for fear of the social consequences of his declaration.

In this way, ViiV Healthcare Spain, specialized in HIV and AIDS treatment, seeks to highlight the importance of having public references that make the diagnosis visible and normalize the conversation. These could help reduce existing social stigma and prejudice and promote a more informed, empathetic and engaged society.

“When talking to people with HIV, we discovered the absence of visible public figures who help destigmatize and break down prejudices. “On topics such as mental health, addictions or cancer, there are well-known personalities who openly address the conversation, but in the case of HIV, the same does not happen.”commented Munia Bilbao and Pablo Cattáneo, Creative Directors at Sra. Rushmore. “References are the shortcut to putting HIV at the center of social dialogue and continuing to advance as a society”.

The campaign has had the collaboration of collaboration with GESIDA (AIDS Study Group), SIXAIDS (Spanish Interdisciplinary AIDS Society), Positive Support and CESIDA (State HIV and AIDS Coordinator).

We have worked together with the producers Central Films Spain and Freelance Forand the pieces have been directed by Rodrigo García Saiz. Furthermore, the aesthetic intervention of the “Famous InVIHsible” has been created by costume designer Pepo Ruíz Dorado, who has used a handmade 3D pixelated modeling technique.

The campaign also includes a piece in which Health professionals and people with HIV share their vision and experiences. The video affects social prejudices, fears on the part of those living with the virus to publicly share their situation and the advantages that having more references would bring.

Likewise, the campaign will have activations on social networks and has a Instagram profile which tells the day-to-day life of the “Famous InVIHsible”.

In the presentation of “Famoso InVIHsible” the results of two reports: the Study on the Beliefs and Attitudes of the Spanish Population towards People with HIV, prepared in 2021 by the Ministry of Health, the State Coordinator of HIV and AIDS and the University of Alcalá; and “Experience of stigma of people with HIV in Spain”, published in June of this year.

The latter points out that 70% of respondents living with HIV informed some of their friends, family or partners about their serological status; but only 13.4% live their state in a completely open way.

Technical sheet

• Piece title: I do not forget
• Campaign title: Famous Invihsible
• Advertiser: ViiV Laboratories
  • Client contact: Marta Mora, Beatriz Hernández and Beatriz García
• Agency: Mrs. Rushmore
  • Creative direction: Munia Bilbao and Pablo Cattáneo
  • Creative Team: Galo Carcedo, Maripaz Pascual and Elena Centeno
  • Customer services management: Marta Palencia
  • Account team: Álvaro Gutiérrez, Alazne Santos and Laura Fuentes
  • Communication direction (agency): Inés Fernández
  • Head of social media: Ana Garay
  • Strategy Team: Cristina Moratalla
  • Photography: Alberto Escudero
• Production company: Central Films Spain
  • Production “Central Films Spain: Flor R. Veidez and Raúl García, Freelance For”
  • Production: Rodrigo García Saiz
  • Executive production (producer): Flor R. Veidez and Raúl García
  • Photography direction: Alex Pizzigallo
  • Production Head: Cris Galán and Carlos Alonso
  • Assistant Director: Raúl Senties
  • Audiovisual art direction: Manuel Benavides
  • Post-production: Raúl Cuellar and Israel Fornés
  • Editing: Jesús M. Gómez
• Sound and music studio: La Panadería
• Music: Alejandro Pelayo
• Costume design: Pepo Ruiz Dorado and Rubén Rodríguez Cisneros
• Communication and PR agency: Biggers