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PHNX Awards

Creative Award
Paris, France
ASSOCIAÇÃO ABRAÇO - "Mario" by PHNX Awards 2023

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TitleMario
Agency
Campaign Normal Life
Advertiser ASSOCIAÇÃO ABRAÇO
Brand ASSOCIAÇÃO ABRAÇO
Date of First Broadcast/Publication 2022 / 6
Business Sector Disease Awareness, Support Groups & Associations
Story To celebrate Abraço's 30th anniversary, the “Normal Life” campaign was launched with three films that tell the story of three different people (Rita, Mário and Hugo) who tested positive for HIV and still lead a completely normal life.
Philosophy On its 30th anniversary, Abraço decided to launch a new campaign that aims to break prejudice against HIV and convince more people to get tested. Because, contrary to what many people think, a positive result for HIV no longer means a death sentence: with current treatments, it is possible to lead a normal life, with the virus being undetectable and non-transmissible.
Problem Associação Abraço is a Portuguese NGO that was born in December 1991 from the work carried out by a group of volunteers with the aim of promoting and improving hospital conditions and supporting, at a psychological, social and material level, people infected with HIV/AIDS and their families in Lisbon (Portugal). 
Abraço fights prejudice towards people with HIV (human immunodeficiency virus), a virus that can cause AIDS (Acquired ImmunoDeficiency Syndrome).
Media Type Television
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