Grand Prix

Case Film

Presentation Image

Product / ServiceHIV PREVENTION
CategoryG01. Grand Prix for good
Media Placement MANGO Auckland, NEW ZEALAND
Post Production DDB NEW ZEALAND Auckland, NEW ZEALAND


Name Company Position
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Gary Steele DDB Group New Zealand Executive Creative Director
Haydn Kerr DDB Group New Zealand Creative Director
Jacob Newton DDB Group New Zealand Copywriter
Josep Jover DDB Group New Zealand Art Director
Danica Paki DDB Group New Zealand Business Lead
Paris Reardon DDB Group New Zealand Business Manager
Rina Transom DDB Group New Zealand Senior Digital Producer
Jason Vertongen DDB Group New Zealand Head of Design
Danillo Castilho DDB Group New Zealand Lead Front End Developer
Anastasia Maslennikova DDB Group New Zealand Motion Designer
Amanda Summersby DDB Group New Zealand Post Production Producer
Dan Cummings DDB Group New Zealand Editor
Mike Hammond DDB Group New Zealand Senior Editor
Marcel de Ruiter DDB Group New Zealand Studio Director
Nicole Dekker DDB Group New Zealand Senior Mac Designer
Anna Hall DDB Group New Zealand Senior Business Director
Paul Edwards DDB Group New Zealand Mac Designer
Libby Cavenett The Collective Force Producer
Tom Robertson The Collective Force Photographer
Jason Jones The Collective Force Photography Producer
Dylan Crummer The Collective Force Content Producer
Katy Hughes Mango Communications Senior Account Director
Chloe Leuschke Mango Communications Group Business Director
Anthony Walton New Zealand Aids Foundation Marketing & Communications Lead
Mark Fisher Body Positive Inc Executive Director
Jane Bruning Positive Women National Coordinator
Micky Power New Zealand AIDS Foundation Marketing, Communications & Fundraising Manager

Why is this work relevant for PR?

The stigma of HIV has always been present in society. As a result, people living with HIV often face discrimination - one particular instance is in the sperm donor industry, where men living with HIV are rejected as sperm donors, despite the science showing that it can be safe. Our campaign created a global conversation about the reality of HIV, showing people that when treated the virus cannot be passed on. It also gave people living with HIV the opportunity to do something many never thought they would get the chance to do because of the discrimination they face - create life.


Since 1981, HIV has been a death sentence. Medical advancements have changed that – and now, with treatment, HIV becomes undetectable in the body and cannot be passed on, even through unprotected sex, bodily fluid, or childbirth. But because most people don't know this, the stigma of HIV has never changed, and with the LGBTQ+ community being heavily impacted by HIV, this stigma has led to their alienation and discrimination in society. For World AIDS Day 2019, the New Zealand AIDS Foundation needed an idea that would fight the stigma of HIV to help change the way people living with HIV are seen in society. We needed the campaign to have a big impact on a very small budget and create a new conversation about the truth of HIV. So, we did the unthinkable – we created the world’s first sperm bank for HIV-positive sperm donors.

Describe the creative idea (20% of vote)

To show the world that HIV cannot be passed on, we created Sperm Positive: The World’s First HIV-Positive Sperm Bank. The online sperm bank gave men living with HIV the opportunity to join and become sperm donors, it gave women the opportunity to register as recipients, and allowed us to create a PR-led conversation that would show the world that HIV cannot be passed on in the most undeniable way possible – childbirth.

Describe the PR strategy (30% of vote)

The stigma of HIV still exists all over the world – it’s a hugely polarizing topic. So, we leaned into the problem to ensure we could create a conversation topic that would make a big impact on a very small budget. By creating a sperm bank for HIV-positive sperm donors, we were able to create a campaign that shocked and educated people all over the world. It confronted people with something they had never seen before, and something they couldn’t help but talk about. It also allowed us to reach out to our community of men and women living with HIV, so we could share their stories and let them be a part of tackling the stigma of HIV.

Describe the PR execution (20% of vote)

We used World AIDS Day 2019 to launch Sperm Positive, opening our online sperm bank with an online video that called for donors and recipients to register. Our sperm bank shared information about how that when treated, HIV cannot be passed on and allowed them to join. Our call for donors and recipients was quickly picked up by media all over the world, sharing our key message, and generating a global conversation about the reality of HIV.

List the results (30% of vote)

Sperm Positive instantly created a global conversation about the reality of HIV. Within a week, 94 countries shared our story, as we managed to reach an audience of over 1.8 billion. Now, Sperm Positive isn't just changing beliefs - it's changing lives. To date, 4 babies are due in 2021, 32 women have registered as recipients, 27 HIV-positive sperm donors have joined. And at 9:10am on January 19th, 2021, our first mother went into labour - the first birth from an HIV-positive sperm bank. Our campaign has changed behaviors in a way few thought was possible - it has seen people not only begin to accept people living with HIV, but to accept them as sperm donors to have a child with.


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