CONTEXT
Mozambique has one of the highest HIV rates in the world. In 2014, the American people, through PEPFAR, were the largest donors to HIV relief in Mozambique.
CHALLENGE
USAID, CDC, US Embassy, Peace Corps and DOD — each US agency was represented in our PEPFAR Mozambique communication team. In our hands, we had a USD 60 thousand budget to celebrate International AIDS Day in Mozambique. We wanted to do more than a local event. Something that would reach a wider audience.
SOLUTION
“Let’s make a film that will travel the country!” – Nathaniel Reagan’s idea would ignite a national campaign to change the way young Mozambicans saw HIV infection. By telling real-life stories of people living with HIV, SER O POSITIVO reminded viewers that it didn’t matter who was infected but that we were all affected. As the first of its kind in Mozambique, the film gained traction and raised public discussion, debates and media coverage. While honoring HIV-positive Mozambicans who continue to live healthily, the film makes a call to action:
“What are you doing to BE POSITIVE?”
“SER O POSITIVO” was much more than a film. Displayed at cinemas, community centres and social media, it joined people from all social classes and backgrounds. It sparked discussion, radio shows, concerts and even a countrywide walk by a famous activist, Clarisse Machanguana.
What I Did
Campaign creation; project management; identification of success stories; social media content creation (English and Portuguese).
Tech Team: This film and campaign were produced in 2014 and 2015, while I was a Development and Outreach Communication Specialist at USAID|Mozambique in Maputo. It was the result of collaboration amongst communicators at US Missions in Maputo — Nathaniel Reagan; Susana Lorente; Bita Rodrigues; Caroline Savage; Branca Rodrigues; Jennifer Van Geesbergen; Adilson Taju and Manuel Ngovene — and various creative professionals at Zwela Advertising Agency — Joca Faria; Ernânio Mandlate; Fernando Moiane and Farha Abdula. There were probably more people involved whom I have not mentioned, for which I apologize in advance.