At home to prejudice

Created by Madrid agency, SEÑORA RUSHMORE, this clever campaign, #ZEROSTIGMA, began with with the publication of an ad – in the midst of a housing shortage – for a highly desirable shared flat.  

The moving film shows how the flat’s inhabitant, HIV sufferer and social activist Daniel Cortez, took a flood of calls by potential flatmates seeking more information about the apartment. 

Cortez describes the characteristics of the property and in every conversation he commented: “The flat is amazing, there’s just one thing…I want to tell you that I have HIV.”

While the reactions of the callers was interesting, the subsequent rate of genuine interest shown was a surprise and begs the question – have we really eradicated prejudice about HIV, or are we simply more polite about it? 

The reality is that prejudices against HIV still exist. Especially when people find themselves in the hypothetical situation of sharing personal space with a person suffering from it. 

According to Cortez, “ignorance is the main cause of stigma, I personally believe that HIV is the virus of silence”. 

Maria José Fuster, Executive Director of SEISIDA adds, “With HIV there are different predictors of stigma, but a very important one is fear, which is in part based on irrational or false beliefs regarding ways of becoming infected”.  

According to a study by FIPSE, 'Labor Integration for people with HIV', 70 per cent of respondents have not told their coworkers or employers that they are living with HIV.