AfA Singapore:
BTA

Client: Health Promotion Board | Action for AIDS Singapore | Agency: Publicis Singapore
Executive Creative Director: Ng Tian It
Copywriter: Gabriel Lee
Senior Art Director: Hans Chia

the kickstarter of hpb’s hiv doesn’t differentiate campaign

How often do we see the success of a simple social brief lead to a full-fledged, Effies-finalist-worthy campaign? Here’s one that helped diagnose 120 (and counting) HIV-positive people.


We bring the risk of HIV into the high-risk groups’ frame of mind by communicating the risks in their language.

Bridging the gap with terms that they know best — acronyms that the community is familiar with to generate attention and drive awareness on HIV testing.

If you are well-versed in it… Be Tested Anonymously.