Love is hard. The rest is easy.
We contrasted the ups and downs of love with the mundane simplicity of HIV prevention. (It's just a pill.)
Real stories.
In 2020, we started to gather inspiration for this year's HIV awareness campaign.
We asked the mostly LGBTQI+ community to send us their real stories about love.
We expected 100. We received over 1500 real stories.
We read each one and compiled 1096 complete stories into 3 volumes.
(Download Vol 1, Vol 2, Vol 3)
We asked the mostly LGBTQI+ community to send us their real stories about love.
We expected 100. We received over 1500 real stories.
We read each one and compiled 1096 complete stories into 3 volumes.
(Download Vol 1, Vol 2, Vol 3)
After a series of teasers on World Aids Day, we commissioned 2 Vietnamese artists (newcomer Mike Pham and veteran LGBTQ rap star Kimmese)
to write a campaign song inspired by our love stories.
Titled "Love is Hard", the music film reached over 1M+ views on YouTube and spawned covers and choreography videos.
Posters dramatize the trials and tribulations of love.
And contrast it with the simplicity of drinking a pill to prevent HIV.
Recreated in English. Original campaign in Vietnamese.
We created a messenger sticker pack to insert the campaign message in daily conversations.
The sticker pack was downloaded organically 500,000+ times.
L0v3 is a chatbot. It helps filter anonymous message requests to alleviate workloads of volunteers.
Shy people find it easier to talk to L0v3 before they work up the courage to talk to a real person.
The campaign culminated in an art exhibition called "The Museum of Heartbreak"
10 contemporary artists produced installations,
performance art, photography, digital experiences, and more.
performance art, photography, digital experiences, and more.
Inspired by our love stories.
Campaign merchandise given away at the "Museum of Heartbreak" exhibition.
We couldn't have done it ourselves.
Grab donated discount codes "Love is Hard" to our exhibition.
Durex produced 2 podcasts and donated thousands of condoms.
Blued (a dating app for gay men) donated valuable home screen banners.
Before we get to the results, which were compiled by media agency iProspect, PR agency Vero, and Meta, we'd like to share our favorite—a YouTube comment on the music film:
"My best friend is LGBTQ and HIV+. Listening to this, I just want to cry. To run up and embrace them. Real love is hard, being HIV+ doesn't mean anything. If love is strong enough, HIV is no longer a barrier."
Mini-documentary produced by members of the creative community, with behind-the-scenes access to the team, clients, doctors, volunteers, and artists. A snapshot of the unseen efforts of hundreds people involved in this campaign.
Client: US CDC, PEPFAR, HAIVN, VAAC, Bộ Y Tế
Lead Strategy & Creative Agency: The Lab Saigon
PR Agency: Vero
Media Agency: iProspect
Creative Director: Tuan Le
Account Director: Phuong Anh Nguyen
Account Manager: Huyen Vo
Account Executives: Duy Lam, Anh Nguyen, Khoa Do
Strategists: Ly Tong, Tuan Dao
Copywriters: Huynh Vinh Son, Mien Pham, Tuan Le
Art Direction: Rèo Là Tui
Creatives: Andree Nguyen, Tran N Nguyen, Khe Nguyen, Trang Dinh, Tuan Anh Ha, Kai Nguyen, Bao Anh Bui, Hung Le , Xuan Phan, Vu Nguyen
Portfolio Documentation: Andree Nguyen, Kai Nguyen, Loc Huynh, Trang Nguyen
Portfolio Documentation: Andree Nguyen, Kai Nguyen, Loc Huynh, Trang Nguyen
Producers: Hanh Le, Tin Do
Animation: Arnold, Callimotion
Website Development: DigiTop
Music Video and Photography Production House: Booncha Studio
Executive Producers: Tram Pham, Paul Vi Minh
Singers and Songwriters: Mike Phạm, Kimmese
Mixing & Mastering: bui.linh.bui (Saigon Root Music)
Director and Editor: Khánh Nguyễn
Director of Photography: Trương Trọng Tân
Producer: Khôi Nguyễn
Assistant Director: Chop TN
Production Assistant: Tiên Nguyễn
Set Designers: Reo Le, Thủy Trúc
Props: Nguyễn Thanh Hồng
Wardrobe: Điền Huyền Linh
Wardrobe Assistant: Phùng Nguyễn Ngọc Hiếu
Make Up Artist: Trang EMJ
Assistant Make Up Artist: Hiếu (Nguyệt Minh)
Equipment: PS Vietnam
Gaffer: Nguyễn Minh Phụng
Camera Operators: Trần Văn Hải, Nguyễn Thành Đô, Phan Văn Xuân
Focus Puller: Ya Ua
Actors: Henry Nguyen & Minh Nhựt
Casting Agency: Sunny Casting
Catering: Lâm Catering
Locations: CTY Shooting & The Factory
Special thanks to Tùng Thanh Lê and ARRI Asia, Studio De Egg & Ươm Art Hub
"Museum of Heartbreak" Exhibition:
"Museum of Heartbreak" Exhibition:
Producer: Như Trần
Exhibition Designer: Nhat Q. Vo
Artists: Ngo Dinh Bao Chau, Kai Ng & Thu Uyen, Vo Thuy Tien, Beautiful Noise Collective, Lê Thanh Tùng, Nhi Le, Nam Thi, Mat Bet, Lac Hoang, Fustic. Studio
Volunteers: Alex Mai, Minh Nguyệt Nguyễn, Thư Thư, Minh Hằng, Bích Tuyền, Chi Berly, Phạm Linh, Minh Hằng
Location: The Factory Contemporary Arts Centre
Media Partners: Vero, iProspect, L’Officiel, Vietcetera
Mini-Documentary: Deadend Vietnam, Dao Nhat Tan, Margie Nguyen, Phuong Anh
PR Agency: Vero
Media Agency: iProspect
Thank you to our partners and sponsors: Meta, Durex, Grab, Seeson, Cổ Động, Coco Sin, Tired City, Bakes
