Last updated on April 24, 2014 at 14:17 EDT

New Campaign Introduces the End of HIV

July 18, 2012

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


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.


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

SOURCE FCV Technologies

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: PR Newswire