HIV is still here...Don't look away.

CONTEXT

Once a major public health priority, AIDS today seems to be fading from collective awareness. Many perceive this pandemic as a thing of the past. However, the reality remains alarming: AIDS is still here, silent yet dangerously present.

In Morocco, the 2023 statistics paint a concerning picture:

> 23,000 people are living with HIV, 43% of whom are women.

> 22% of those affected are still unaware of their HIV status.

> 870 children under the age of 15 are living with HIV.

> 390 deaths were recorded due to AIDS-related illnesses—more than one person per day.

These figures underscore the urgency of reigniting awareness around this issue and mobilizing Moroccan society once again.

CREATIVE CONCEPT

The central idea of the campaign revolved around striking and unconventional imagery designed to capture attention and break the normalization of AIDS.

The key slogan, "AIDS is still here, don’t look away," directly appealed to individual and collective responsibility in confronting this reality.

Each visual in the campaign featured thought-provoking portraits, inviting the public to ask themselves:

"Have I, too, looked away from this issue?"

OBJECTIVE

The primary goal of the Sidaction Maroc 2024 campaign was to bring AIDS back into the spotlight as a public health concern. This involved raising awareness and creating shockwaves to break through indifference and spark a public debate on this still-present pandemic. Additionally, the campaign sought to reignite vigilance by encouraging people not to “look away” from the ever-looming threat of HIV/AIDS. Finally, it aimed to drive action by promoting testing, spreading information, and fostering active solidarity with those living with HIV.

On an operational level, the campaign aimed to:

- Generate significant media impact through a multi-channel strategy incorporating TV, digital platforms, billboards, and social media.

- Encourage a shift in public attitudes, with a noticeable increase in testing and greater individual and collective engagement.

- Drive societal mobilization by reopening dialogue on HIV/AIDS in Morocco and highlighting the importance of local initiatives led by organizations like ALCS.