Finalist
Break The Taboo
Summary of work
“Break The Taboo” is a community-driven campaign created in partnership with Black communities living with HIV in the Cheshire and Merseyside area. This initiative aimed to raise awareness of anal cancer symptoms, particularly in people living with HIV, by co-designing culturally sensitive educational materials with trusted community leaders.
The campaign focuses on fostering open, stigma-free conversations about anal health, an often-taboo subject, and empowers individuals to seek health advice early. At the core of the campaign is a podcast hosted by two respected figures within the community—Reverend Jide Macauley and Dr. Olu Obadina—who brought their lived experience and medical expertise to break down cultural barriers.
The educational content was delivered through channels trusted by the community, ensuring the campaign resonated deeply and created a safe space for discussion. In its first four weeks, the podcast has already gained over 200 views, and engagement on BHA Equity’s social media platforms has increased by 25%. Conversations around anal cancer are growing, indicating the campaign is sparking meaningful dialogue in the community.
By involving community leaders and advocates in the creation of the content, we ensured that the campaign’s message was both respectful and effective, promoting inclusivity and cultural sensitivity.
Judges’ comments
‘Break The Taboo’ was a brilliant authentic concept, with a great selection of channels. It was well put together and started something great, was well thought out and insights based, with a smart use of pod casts.
