Me1st / Right To Care
Submitted By Bongani Morgan
Me1st is aimed at creating awareness and addressing issues that the MSM community face, such as discrimination and stigma when seeking help in the healthcare sector.
The campaign seeks to encourage people to get tested as the MSM community is disproportionally affected by HIV and this is because many are not testing due to fear of being stigmatised or discriminated against.
By its very nature, the brief was a very challenging one. The Me1st movement was launched by Right to Care in partnership with Anova Health Institute, LGBT Health & Community Centre Durban, SHE, Free State Rainbow Seeds and Lifeline Northern Cape. We neeed to get all the partners to align on the creative and approach.
The creative itself needed to be universally appealing while driving people to the website to access the healthcare as well as be sensitive to the specific nuances to the regions in South Africa which the partner organisations represented. The production of the campaign's commercial was particularly challenging as it was filmed over two days: eight scenes shot over multiple locations in one of Johannesburg's oldest townships, Alexandra in a POV visual style. Due to the commercial shot in Alexandra, safety was a massive challenge and concern as the cast was substantially large - lots of extras - and providing for crew and client with security. It was a massive operation to come together, after months of exhaustive researching, pitching and writing the actual campaign.
Right To Care
Health and Pharmaceutical Products