Times have changed. Today 97% of people with HIV are on medication, which means that they are not limited in life and can’t pass the virus on. Depop x NAT is a campaign that redefines 'Positive' in HIV Positive.
For this, Depop have partnered with the National Aids Trust who are the biggest UK HIV/AIDS organisation, who have shifted their aim to preventing AIDS to ‘transforming the lives of people living with HIV’. In Depop, you can pass on second hand clothing, where the idea is centred around the ‘passing on’ of HIV and the misconceptions surrounding how it is transmitted, using the concept of ‘passing on clothes’ to ‘passing on HIV’.
Furthermore, Depop is used by young, expressive, fashion conscious individuals and pushes boundaries of a health campaign. The main part of the campaign takes place of the ‘depopstore’ account which is Depop's own account. The posts will then pop up in ‘explore’, where you can swipe to find out facts. The account will also sell bags, t-shirts and a mailing pack that users can buy and the profits go to the National Aids Trust, which helps people with HIV receive counselling.
The character, NAT, is gender neutral, confident, shows a lot of flesh, wears crazy clothing, and is the personification of how HIV+ people should feel. Not ashamed, dirty or rejected.
