Vancouver Coastal Health and Providence Health Care have begun an HIV awareness campaign called "Change HIVstory." The campaign, developed by FCV, encourages residents of Vancouver to get tested for HIV as a form of collective action against the disease. The initiative includes 30-second television, radio and print ads, as well as a website at ItsDifferentNow.org, social media activities and a three-minute online video. The creative references historical movements for change as well as advances in HIV treatment and care. "Fear-based tactics found in most HIV communications just perpetuate the stigma that prevents people from getting tested," said John Starke, president and CEO of FCV. "So, to resonate with those who still feel HIV is someone else's disease, we set out to inspire and empower them to become a part of the solution by participating in a movement that will change history."