New Campaign Introduces the End of HIV

VANCOUVER, July 18, 2012 /CNW/ - In partnership with Vancouver Coastal Health and Providence Health Care, FCV today unveiled a bold new campaign that places Vancouver at the epicenter of a movement that will end HIV.

As the second phase of last year's award-winning "It's Different Now" campaign, CHANGE HIVSTORY transforms awareness into action with a high-impact 'do-something' PSA encouraging all of Vancouver to join together and get tested. Supported by television and radio spots, a powerful print and social media campaign and a new interactive website, the uplifting campaign leverages the incredible advancements in HIV treatment and care to take a completely different approach to previous HIV awareness campaigns.

"Fear-based tactics found in most HIV communications just perpetuate the stigma that prevents people from getting tested," explains John Starke, FCV's President and CEO. "So to resonate with those who still feel HIV is someone else's disease, we set out to inspire and empower them to become a part of the solution, by participating in a movement that will change history."

The centerpiece of the whole campaign is an evocative three-minute video, which references similar successful movements from the past to demonstrate how some of the greatest changes in history have come as a result of a collective effort. In addition to getting showcased online at www.ItsDifferentNow.org and in a 30-second television PSA, the video - seen below - is being promoted extensively to key influencers and communities across the social web.

CHANGE HIVSTORY is one of the most innovative pieces of work I've encountered in the field of HIV health promotion," says Dr. Réka Gustafson, Medical Director of Communicable Disease Control in Vancouver. "It's an inspiring call-to-action for all of Vancouver to do something that some thought would never happen - something many still don't understand actually can happen: end HIV. In Vancouver, we can actually do this, and we are closer than we realize."

About FCV: 

FCV is an award-winning interactive agency using design, strategy and technology to help clients deliver value and improve the customer experience. FCV's expertise in digital strategy, social marketing, user experience, web & mobile application development delivers results for clients such as the Canadian Tourism Commission, Future Shop, Nature's Path Foods, Nike and Scotiabank. For additional information, visit www.fcv.ca.

ABOUT VANCOUVER COASTAL HEALTH:

Vancouver Coastal Health is responsible for the delivery of $2.9 billion in community, hospital and residential care to more than one million people in communities including Richmond, Vancouver, the North Shore, Sunshine Coast, Sea to Sky corridor, Powell River, Bella Bella and Bella Coola.

ABOUT PROVIDENCE HEALTH CARE:

Providence Health Care (PCH) is one of Canada's largest faith-based health care organizations, operating 16 health care facilities in Greater Vancouver. PHC operates one of two adult academic health science centers in the province, performs cutting-edge research in more than 30 clinical specialties, and focuses its services on six "populations of emphasis": cardio-pulmonary risks and illnesses, HIV/AIDS, mental health, renal risks and illness, specialized needs in aging and urban health and is home to the B.C. Centre for Excellence in HIV/AIDS.

Video with caption: "As the centerpiece of the campaign, the 3-minute CHANGE HIVSTORY video explains how group action can help end HIV in Vancouver.". Video available at: http://www.youtube.com/watch?v=YsXHsMFYuJg&feature=youtu.be

Image with caption: "World-renowned HIV specialist Dr. Julio Montaner unveils CHANGE HIVSTORY, a bold new campaign that aims to end HIV in Vancouver. (CNW Group/FCV Technologies)". Image available at: http://photos.newswire.ca/images/download/20120718_C9325_PHOTO_EN_16321.jpg

Image with caption: "Volunteer receives a rapid HIV test, results revealed in 60 seconds. (CNW Group/FCV Technologies)". Image available at: http://photos.newswire.ca/images/download/20120718_C9325_PHOTO_EN_16320.jpg

SOURCE FCV Technologies

For further information:

or to speak with someone from FCV, please contact:

Brennan Hodge
604-662-8407 x256
media@fcv.ca

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FCV Technologies

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