Stigma and discrimination based on sexual orientation, gender identity and gender expression was identified as a barrier preventing LGBT+ populations accessing vital HIV prevention and treatment services.
As part of the KP Reach programme funded by The Global Fund and primed by the international NGO, Hivos, M&C Saatchi World Services leveraged their participatory 6D Process to co-design and activate a communications campaign with KP Networks across 8 Countries to tackle this issue. Based on extensive research, the strategy was to shift attitudes by focusing on role-modelling dynamic norm change (i.e. ‘people like me’ changing their minds) to shift beliefs in what is typical and/or expected. The resulting ‘Unheard Voices’ campaign centred on role-modelling real-life positive stories – i.e. health workers, family members and friends, health workers, traditional and religious leaders who had changed their minds over time to become supporters. One of the key insights was that it was important to show the journey towards support to ensure that the role-models were perceived to be in the audience’s social reference group. These stories, collected in collaboration with KP Networks, were developed into audio/visual content for radio and social media.
The campaign reached over 30 million people. Social sentiment towards LGBT+ people shifted pre/post campaign by up to 13 points compared to control neighbouring countries where social sentiment either went down or stayed the same. This led to the campaign winning a Silver award at the Account Planning Group (APG), which is the global professional organisation for communications planning and strategy.