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Positive Choice

No one chooses to become HIV positive. But everyone can choose to overcome prejudice.


Positive Choice

The State Traffic Department of Minas Gerais, the fourth largest state in Brazil, stopped issuing car plates with the “HIV” letter sequence given people high rejection to this combination. Prejudice against HIV-positive people is still present in society, albeit veiled, and it shows itself in little things. People say not to discriminate at all, but when they’re directly exposed to the topic, they react differently.

 

Volkswagen AIDS Care Program, which has been helping HIV-positive people integrate back into society for 20 years, brought back a discussion that seemed to have been settled. Through an experiment designed to expose this problem, we were able to identify the real, although quite senseless, motives behind people's choice to turn down a car just because its plate initials are “HIV”. We reminded the public that no one chooses to become HIV positive. But everyone can choose to overcome prejudice.

Agency: AlmapBBDO
CCO: Luiz Sanches
ECD: Bruno Prosperi
CD: Benjamin Yung, Marcelo Nogueira
André Gola, Pernil
AD: Bernardo Silveira, Eduardo Vares
CW: Phylippe Moura