One Life: Take Action

Bristol-Myers Squibb Canada and Bleublancrouge are pleased to launch the third and most innovative HIV campaign ever in Canada by putting HIV in the faces of at-risk adults, encouraging them to act.

Take Action was designed as a high-impact and emotional 'do something' video to put HIV in the faces of at-risk adults in Canada and to encourage them to act. We felt that it was important to address and dedicate the end message toward those who feel invincible or believe HIV/AIDS can only happen to others. The combination of the look and feel, the fiction, the music and the symbolism are intended to be extremely impactful and to make people reflect on the video and its storyline more like they would a short film.

The Take Action message is a metaphor. A fable. Three individuals from three different age groups are presented one evening in their everyday urban environments. Each one of them encounters a very dramatic experience, where the danger they face is literally invisible. At no time is HIV/AIDS perceived to be the hidden threat that has caught them all so off guard. The final call-to-action message tells the viewer that it's up to each of us to protect ourselves, understand the risks, get tested, find out more and seek treatment information: "To those who don't see the danger. HIV is still here. Take action."