HIV ADVERT HITS TV (SCOT)
AND FOR SOME LIVING WITH HIV IT FELT LIKE BEING HIT IN THE FACE
TV Advert (Scotland): Terrence Higgins Trust
It was purely by chance with having Sky News on in the background that I first caught wind that Terrence Higgins Trust (THT) were airing an updated TV advert on HIV.
Excited and flicking through the media coverage I found that it was only airing in Scotland on STV and had been funded by the Scottish Government. I thought ‘well at least this is a start’ but was dismayed that both the UK Government and THT were essentially leaving or excluding England & Wales out of such an important campaign. After all, HIV and HIV stigma has no respect for the boundaries and borders of nations.
The advert is very reminiscent of the 1987 AIDS tombstone and iceberg campaigns. The strings ringing in the background gave the viewer a sense of foreboding and impending doom just like the iceberg campaign. The washed-out and dimly lit footage portrayed people living with HIV [PLWHIV] as feeble victims. I recognised some of the situations PLWHIV have raised before such as the nurse double gloving and individuals withdrawing from any personal contact with PLWHIV. Although I was lost with the lady on the fish and chip counter.
But where was the follow-up to inform the viewer that this stigma of ‘old’ [1980s] shown in the footage is no longer valid? Perhaps a rewind transition/effect with the nurse declaring ‘there is no need for the extra gloves’, the father re-establishing personal contact with his daughter by holding her hand. Without this, the advert visually informed the viewer that the stigma of ‘old’ is true and correct. There was also no mention of U=U (undetectable = Untransmittable) although there was a mention of THT’s own strapline ‘Can’t Pass it On’. And is it important to ask if the actors were PLWHIV? Or did they just seek a gaunt-looking man who resembled someone who had come close to or had a touch of the ‘AIDS’ to visit the chippy?
The content of the narration was good although it was again very reminiscent of John Hurt who voiced the 1987 AIDS tombstone advert. The voice was gritty, monotone, and again gave a sense of impending doom and horror. I understand they were trying to highlight that PLWHIV experience HIV stigma but I felt it was not the best use of their one minute to inform the public that people living with HIV are not “harmful”.
The only good thing I found is that Scotland is a relatively small place and not one in which I live. As I feel this campaign only plays into the hands of resurrecting HIV stigma. It gives those who may see it, that take pleasure in being malicious and nasty to add HIV stigma to their repertoire.
I feel this was more a campaign for THT and not for PLWHIV in an act of HIV baiting. It allowed THT to impart that its charity work is needed in combating ‘HIV stigma’ by way of the feeble cry babies living with HIV as portrayed in their advert. An advert depicting that their work is still vital in a bid to secure funding and donations. I feel this advert will only see an increase in HIV stigma and users seeking support through their services. Although many PLWHIV have shared they are often turned away by THT as they now focus more on promoting an end to HIV transmission and not those living with the virus. Had their intention been a campaign for PLWHIV it would have shown that yes we experience HIV stigma but we are strong and independent people. And with an HIV diagnosis and effective medications, we strive to enjoy life and grasp every opportunity even living amidst HIV stigma.
HOLD MY HAND: A more upbeat narrative
I was being a little facetious when I shared the Jet2Holiday Advert [Hold My Hand] with singer Jess Glynne. But if you watch it through the eyes of PLWHIV it would have been a more accurate storyboard for an advert in highlighting how PLWHIV live their lives while tackling and dismissing some of the HIV stigma we face.
We are a society that has moved on from the 1980’s where we are said to be more in touch with our emotions. I believe a more upbeat approach would have had greater signaling and appeal to the viewer who would have been more ready to acknowledge and diminish HIV stigma. But I guess this would have informed the public that PLWHIV are no longer a threat and in short I guess that puts THT out of a job if HIV is said to be somewhat redundant.
There is a time for impactful and hard-hitting campaigns to get across a serious message. We have had these in the past with ‘stop smoking’ and ‘drink driving’ campaigns that have been impactful if not at times shocking. Had this advert been for training purposes such as allowing NHS staff to understand the impacts of HIV stigma then It’d been ‘mission accomplished’.
I was then flooded with 36 messages on Instagram alone from both PLWHIV and people not living with HIV. From both gay and straight individuals. Some I knew and many I didn’t. All shared that they were either “angry”, “saddened”, or “disappointed” after viewing the THT advert along with various expletives and red-faced expletive emojis.
As for the petition calling on the UK Government to update the public on HIV slow to gain traction with the LGBT media. I truly, truly hope that Terrence Higgins Trust is not tasked with creating a campaign for England and Wales. Nor a rehashed version of the Scottish advert that has all the allure of ‘Saw’ from the horror movie franchise. I hope the UK Government eventually heads a campaign to update the public and appoints a professional agency with impartial interest that will explore a more positive narrative reflective of PLWHIV. And that PLWHIV are consulted and have a greater sense of input.
