‘Being positive isn’t always a good thing’- SPN’s English Cluster takes the creative route to support World AIDS Day

India 30 November 2016: The world is currently battling with health issues that are fatal but low on awareness. AIDS (Acquired Immuno Deficiency Syndrome) is one such health problem. A recent report by UN reveals that almost 1.9 million people get affected by HIV every year and India is one of the most affected by the disease. India has the third largest number of people living with HIV in the world! So on this World AIDS Day, Sony Pictures Network’s English Cluster (Sony Le PLEX HD, Sony PIX and AXN) has made a small effort in supporting the cause of increasing AIDS awareness by creating messages to build awareness. 

Take the right step for a better world, a better place, a place #WhereYouBelong: Sony LePLEX HD, the premium Hollywood movie channel has creatively used its tagline ‘Where You Belong’ to create a public service message asking people to take the right step forward. The concept is brought alive with the messaging that there are no retakes in life so one should take the right step forward. The channel will also showcase Tom Hanks and Denzel Washington starrer Philadelphia, a film which throws light on the plight of a patient suffering from HIV AIDS. 

Stay AMAZED. Stay SAFE: Sony PIX, the most preferred English movie channel, will change its tagline from ‘Stay AMAZED’ to ‘Stay SAFE’ for the entire day in an effort to address one of the most deep rooted causes of AIDS - negligence in safety. The channel, which is famous for its style and strong movie library, is showcasing monster films with the subtle messaging of ‘stay safe from this monster’.

Live Responsibly. Live R.E.D: AXN, the channel which is home to the most loved ‘grey’ characters like Sherlock, Walter White, Dexter, Hank Moody et al will also urge its viewers to restrict their love for bad boys to television and be ‘responsible’ in real life. Leveraging its existing tagline Live R.E.D., the channel will sport the tagline ‘LIVE RESPONSIBLY. LIVE R.E.D.’ for World Aids Day. 

The English network also has extensive social media plan that supports the cause with #PIXWithWorldAIDSDay on Sony PIX, #LiveResponsiblyLiveRED on AXN and #WhereYouBelong on Sony LePLEX HD

Saurabh Yagnik, EVP and Business Head, English Cluster, Sony Pictures Networks India.
“A social message narrated through the medium of entertainment has always been more effective. Our aim is to create awareness and build communication in a subtle yet clutter-breaking manner that integrates with the brand essence for all our English Channels. We believe that it is our duty to facilitate awareness for a sensitive subject like AIDS and our strong messaging will resonate with the campaign against AIDS, urging our viewers to be safe and responsible.”