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  • Sentebale
  • Prince Harry
  • Prince Harry

#FeelNoShame

Client: Sentebale
Brand: Sentebale

Our #FeelNoShame campaign for Prince Harry’s charity Sentebale dominated Twitter and international press for World AIDS Day.

Media coverage of our videos of Prince Harry and A-list celebrities sharing secrets about themselves for World AIDS Day hit 195m circulation within the day of campaign launch, while the #FeelNoShame hashtag trended globally for six hours.

The campaign – which aimed to raise awareness of Sentebale among the British public, and combat the shame & stigma surrounding HIV – was covered in depth across the BBC, ITV News, Sky News, Channel 4 and CNN, as well as all national press (print and online) on Dec 1st and 2nd.

Cathy Ferrier, CEO of Sentebale, was invited onto Sky News and ITV News on launch day to discuss the campaign.

By 5pm, we had been contacted by Claudia Schiffer asking to be involved in the next Sentebale campaign.

“Prince Harry’s secret” had spread to the US, Australia and Asia by evening, dominating international press the following day.

Within Day 1, press clippings had exceeded 400 and, within seven days, 900 – including featuring in Russell Howard’s ‘Good News’.

#FeelNoShame reached 80m on Twitter, accounting for 1 in 20 Tweets about World AIDS Day during launch week.

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