cable positive — we have work to do.

the brand

cable positive was founded in february 1992 by three cable executives with the mission of mobilizing the talents, resources, access and influence of the cable and telecommunications industry to raise hiv/aids awareness. since then, cable positive has touched millions of lives and grown to include supporters from every major network, trade associations, media publications, and affiliated industry vendors and suppliers.

the target

the world at large.

the question(s)

in an era that’s saturated with the words hiv/aids but populated with people who’ve become immune to messages about the devastation it can cause, how do you penetrate a seemingly impervious audience?
and how do you follow-up a campaign that leveraged the power of celebrity?

the answer

intrude upon the expected. surprise. stun. provoke. cajole. until people actually start to listen.

the tools

as always, start with a tagline. in this case, one that encapsulates the both the purpose and the call to action:

we have work to do.™

then tv: credible, articulate voices; a misdirect that leads to surprising admissions; and a little red doodle.
print and web: powerful images, unexpected messages and a dramatic reality check via a little red doodle.

the thinking

there’s no denying that celebrities lending their names and fame to causes near and dear, can be a very effective technique, indeed. but at the end of the day, is there a more compelling source for a cause than the person living with the struggle? and is there a more credible voice in the fight against hiv/aids than someone who’s been infected?
in this campaign, we use real people who are hiv positive who don’t fit the stereotype of those who have the disease. we let stereotypes and misconceptions lead the audience to believe we’re going in one direction, we’re able to create a more memorable experience when we take them in another. in the end, we remind audiences just how much we all have to learn.