Riding on the tailwinds of its success and buzz over the past two years, HIV Equal, the U.S.-based anti-stigma social media campaign, has today revealed a new look and feel that recognizes a natural evolution towards more inclusiveness in order to continue changing the conversation about HIV testing and HIV stigma.
The campaign’s new brand identity reflects a transformation from its original glowing neon magenta background to a more gender-neutral sky blue gradient. The new images also feature the empowering, personalized message, “I Am _______.” I Am HIV Equal.” emblazoned in the campaign’s signature pink color.
“We’re committed to ending HIV stigma and stigma that prevents people from getting HIV tested. In doing so, we will stem and reverse the rise in HIV infection rates among men who have sex with men, and other vulnerable populations, here in the States,” said Dr. Gary Blick, Chief Medical Officer of World Health Clinicians. “I began my work in the field at the beginning of the epidemic, and like my colleagues I find a rise in infection rates unacceptable. We’re bringing awareness to youth who need it most, and we’re doing it in a very creative, proactive, and affirming way.”
Participants of HIV Equal will also continue to have the option of receiving a free, confidential HIV rapid test, which is a hallmark aspect to the campaign. By promoting HIV testing, the campaign continues to break down the barriers related to knowing one’s status and the barriers of stigma against people living with the disease.
The campaign’s new visual identity and rebranding was unveiled as part of an inaugural celebratory launch event at the 2015 United States Conference on AIDS (USCA 2015), held recently in Washington, D.C.
Although HIV Equal strives to attract and test any and all “regular” Americans, celebratory participants are critical to attracting some risk groups to get tested. Some of the HIV Equal campaign’s past celebrity faces have included American stand-up comedian and actor Mario Cantone; transgender icon Amanda Lepore; Broadway performer Billy Porter (“Kinky Boots”); and YouTube star and vocalist Todrick Hall. The campaign has even gained critical support of other celebrities such as Sandra Bernhard and the late Joan Rivers.
“HIV Equal has built huge support across the U.S., as well as from high-profile celebrities,” said photographer and campaign co-creator, Thomas Evans. “We’re excited at the continuing participation by the hundreds of people who come out and support our events. Choosing a personalized status word provides people with empowerment, regardless of their HIV status. And photos represent the support that participants have for HIV Equal and people living with HIV.”
