When we started working with Waverley Care, Scotland’s leading HIV and hepatitis C charity, we were struck by a hard truth: the medical reality of living with HIV has changed drastically, but public perception hasn’t. Modern treatment means people living with HIV can lead full, healthy lives. Those on effective treatment cannot pass the virus on.
Client:
- Waverley Care
Sector:
- Public Health & Social Care
Services:
- Brand Strategy
- Brand Identity
- Web Design & Development
- E-Learning Strategy
- Video Production
Partners:
- NHS Scotland, Scottish Government
Tackling the root cause: stigma
Stigma remains a serious challenge for many people living with HIV, particularly in health and social care settings. Waverley Care wanted to produce a learning resource hub that would challenge outdated knowledge, provide up-to-date information and help health and social care professionals deliver inclusive, stigma-free care. The need for education was urgent. Real-life testimonies highlighted the damage caused by outdated practices—such as dental staff using “biohazard” stickers or hospital patients terrified to disclose their status. Waverley Care needed a centralised, authoritative digital home to address these issues.
Human-centred approach
The Daysix team began with extensive research to bridge the knowledge gap. We discovered that the most powerful tool to combat stigma isn’t just data—it’s human connection. We wanted people to feel comfortable in their learning and see the resource as a place for everyone to learn, no matter what your existing knowledge might be. The website would function as a space for users to dip in and out of at their own pace and learning materials would be presented in a variety of mediums, making it as accessible as possible to accommodate different ways of learning. We wanted to craft a tone that allowed the brand to be confident for any campaigning and awareness while also providing trusted information and guidance on a sensitive, often taboo subject. The brand design combined megaphone and speech bubble motifs to symbolize amplified dialogue and empowerment, featuring an adaptable layout that allows for future content expansion. By intentionally moving away from traditional red “blood” tropes, the new palette uses a diverse range of colors to reflect the varied experiences and sensitivities of those living with HIV.
A Comprehensive Digital Solution
Launched on World AIDS Day 2025, Daysix delivered a comprehensive digital solution: HIV Informed. The “HIV Informed” identity was professional yet compassionate. The visual style was designed to build trust across a diverse workforce, positioning the hub as the “go-to” source for HIV education in Scotland. The digital hub (www.hiv-informed.scot) was optimised for both desktop and mobile use and was organised around three core themes: HIV Today, HIV Stigma, and Working in Health & Social Care. Interactive tools were integrated into the site, mMicrolearning modules, quizzes to test understanding, and digital certificates of completion. A suite of download guides and quick-reference tools were developed and available. Part of our digital work was storytelling. We produced a series of five videos featuring real people living with HIV. These films moved beyond clinical data to show the human reality of the virus.
Change Begins
Professionals now have a dedicated tool to verify their knowledge, ensuring patients are treated with dignity rather than fear. In just three weeks, HIV Informed reached over 7,000 visitors, successfully providing health and social care workers with a unified, reliable resource to improve patient care. By consolidating fragmented information into one dedicated hub, the platform effectively challenges stigma and bridges critical knowledge gaps surrounding HIV transmission and support. Public Health Minister Jenni Minto MSP welcomed the launch as an “important step forward” in ensuring care is delivered with “understanding, respect and without judgement.”