Trabajando en Positivo
Trabajando en Positivo is a network of 18 organisations across 12 autonomous communities in Spain working on the national response to HIV.
The organisation combines support for people living with HIV in defending their employment rights and strengthening their professional skills to access employment, with awareness-raising among key stakeholders in the workplace. It also supports companies in strengthening their commitment to social responsibility in areas such as human rights, diversity management, equal opportunities and non-discrimination, as well as social action.
For six years, we led the #YoTrabajoPositivo Route: No Discrimination Based on HIV campaign, which gained international visibility and established the organisation as a European reference in tackling HIV-related stigma.
#YoTrabajoPositivo Route:
Creativity to Challenge Prejudice
The #YoTrabajoPositivo Route: No Discrimination Based on HIV was a project to which we dedicated our full professional expertise and creative energy, supporting its development from the initial strategy through to the creation of a sustainable, recognisable campaign designed to stand the test of time.
We developed the campaign’s complete visual identity, creating a consistent and adaptable look across all channels and formats, including the logo, website, posters, videos, T-shirts, and other communication materials.
Each year, we create a new visual identity for the Route to keep it fresh and engaging, building anticipation for each new edition while always staying focused on its core mission: eradicating stigma and discrimination against people living with HIV in the workplace.
Videos and Podcasts:
Giving a Voice to Drive Change
We harnessed the power of storytelling and conversation to give a voice to people living with HIV, challenge stigma, and transform society’s perceptions. Through an audiovisual campaign, we brought real-life experiences to light and shared the latest scientific advances in HIV, helping build a better-informed, more empathetic society free from discrimination.
We placed particular emphasis on groups such as young people and hospitality workers, a sector where we identified a greater risk of rights violations. The campaign’s strong reception led us to extend it by a further three months, significantly increasing its reach and awareness-raising impact.
We also produced a series of podcasts featuring key information about HIV, combining expert knowledge with personal testimonies through interviews with leading voices and people actively involved in Spain’s response to HIV.
Social Media:
Turning Conversation into Action
From the outset, the campaign was designed to connect with people where they already were: on social media. We opted for an approachable, positive, and empowering tone that would spark conversation and, above all, turn information into action.
The strategy was warmly received, allowing #YoTrabajoPositivo to reach beyond the digital sphere and connect with new spaces and audiences, thanks to the support and involvement of businesses, trade unions, public administrations, institutions, social organisations, and other key stakeholders. Twitter and Instagram were the campaign’s main drivers of reach and engagement. We harnessed the social context and the power of these platforms to amplify messages, build community, and turn an awareness campaign into a shared movement.
Our communications strategy adopted a positive approach, with a clear call to action and a specific goal: to stand up to discrimination and tackle misinformation about HIV in the workplace.
This digital strategy achieved more than visibility: it sparked conversations, brought more allies on board, and carried the message much further.
