Body & Soul

The charity, which works with young people who are HIV-positive, is launching a new campaign to tackle misconceptions about the disease

Body & Soul's Life in My Shoes campaign
Body & Soul's Life in My Shoes campaign

- This article was corrected on 18 February. See final paragraph

What is it?

The charity is launching Life in My Shoes, a campaign that kicks off with Search For a Star, a competition that gives young Britons the chance to audition - by video, webcam or phone - for a role in a feature film that will tell the real stories of London youth living with HIV. The auditions will be judged by a panel that includes actors from the TV shows The Inbetweeners and Misfits. Successful candidates will be invited to London to audition in person.

Why have they launched the campaign?

"Our research shows that misconceptions are still prevalent, especially among young people," said Ros Burkinshaw, head of youth services at Body & Soul. "The goal of Life in My Shoes is to talk to young people about HIV in a language they understand, to put the stories of their peers at the forefront, to dispel myths and engage them with the subject matter in a way that is both engaging and educational."

How do they enter the competition?

The auditions are open to people between the ages of 14 and 21. Anyone interested needs to go to the site, where there is a specific audition script available to download. Young people can then record their auditions on their phones, webcams or video cameras and upload the videos directly to the site. A gallery of auditions is available to view on the site.

How is the campaign being promoted?

The charity is using its Facebook and Twitter feeds as key channels for reaching the youth audience. Facebook will be used to share some of the best audition videos that have been uploaded to the site, and will also be used to launch and market the film later on. 

Who designed the website?

Provokateur built and launched the website for Body & Soul this week.

Third Sector verdict:

The Search For a Star campaign taps into youth culture by signing up actors from popular TV shows that will appeal to the young adult target audience.The engaging video audition format will appeal to teens and encourage them to learn more about living with HIV.

- Due to incorrect information supplied to Third Sector, the article states that actors from The Inbetweeners and Misfits will be judging the auditions. They will not be judging but will be supporting the campaign.

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