ETAF TRUE (NOT) CRIME CAMPAIGN FIGHTS AGAINST DISCRIMINATORY HIV LAWS
THE CHALLENGE:
Modernizing HIV Laws Across The Country
In more than 30 states, people living with HIV face criminal persecution due to discriminatory laws that are no longer relevant. The Elizabeth Taylor AIDS Foundation enlisted Artemis to raise national awareness about the issue and garner the support of lawmakers in changing policies.
THE SOLUTION:
True (Not) Crime Digital Education
In addition to a strong social media strategy, Artemis created a YouTube series called True (Not) Crime, in which celebrities narrate the true stories of people victimized by HIV criminalization. The series was produced by award-winning actor Zachary Quinto.
RESULTS THAT OPEN MINDS:
1.2M views of the series on YouTube
11k+ views on Instagram
2M+ people reached through celebrity promotion
The series won both Silver and Gold Anthem Awards in the Human Rights category
The laws in four states have been updated to reflect new science and overcome existing
stigmas
