Showcase: #FeelNoShame

The&Partnership with Sentebale, December 2014

Sentebale, a charity based in Lesotho, South Africa, set up by Prince Harry and Prince Seeiso of Lesotho, wanted to raise its profile and engage with the British public on World Aids Day on 1 December.

More than 37,000 children aged under 14 in Lesotho are living with HIV, according to research from Lesotho’s ministry of health and social welfare. Sentebale wanted to tackle the stigma associated with HIV, which prevents people from seeking help. The charity brought in The&Partnership to raise awareness of this issue and show support for HIV sufferers worldwide.

The agency released a film of Prince Harry calling for people to share a secret on World Aids Day using the hashtag #FeelNoShame. Other celebrities sharing secrets included Nicole Scherzinger, Gemma Arterton, Ricky Tomlinson and Ricky Hatton. The more secrets the public shared, the more celebrity secrets the agency revealed, building up to a video of Prince Harry’s secret – his fear of public speaking.

Cathy Ferrier, CEO of Sentebale, was invited on to Sky News and ITV News on launch day
to discuss the campaign. Within the first week of the campaign, press clippings exceeded 900 and it was featured on Russell Howard’s Good News.

The #FeelNoShame hashtag was trending globally for six hours and accounted for one in 20 tweets about World Aids Day during launch week.

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