Standard Chartered launches global HIV web campaign

The campaign, driven by TBWATEQUILA in Hong Kong, focuses on ‘Anti-HIVirus software’ that address protection methods against HIV/AIDS and dispels myths that drive stigma. The vehicle for the campaign comes through the animated story Mr HIV, who aims to destroy the human race within a span of six video webisodes.

The story can be seen from the campaign’s website, which features an interactive map that tracks the number of viewers connected to the website. The push will be bolstered by social media buzz from blogs across the globe, Standard Chartered partner organisations and clips circulated via YouTube.

According to TBWA, HIV/AIDS education is part of Standard Chartered’s sustainable investment strategy, which also addresses avoidable blindness, malaria, women’s empowerment and protecting the environment.

“’Vir.us’ is aimed at providing information to the 15- to 24-year-old population, who account for 45 per cent of new HIV infections,” group head of internet and mobile banking at Standard Chartered Aman Narain said in a release. “Animated movies have been hugely popular recently and we took a similar approach to engaging people in HIV and AIDS education. We wanted a way to reach out to large numbers of young adults. Given our target demographic, social media was exactly the medium we needed to collectively engage everyone.”

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