Sentebale Feel No Shame

Sentebale, a charity founded by Prince Harry and Prince Seeiso of Lesotho, is campaigning to reduce the stigma by those affected by HIV in “Feel No Shame”, an integrated advertising campaign. World AIDS Day was presented as a day that no one feels any shame about their secrets, in support of children in Lesotho who feel too ashamed to tell anyone they have HIV. Prince Harry began the campaign by talking about his secret fear of appearing in a suit in public, and asked members of the public to tweet their secrets to the hashtag #feelnoshame. The campaign is hosted online at and includes further videos by Paloma Faith, Louis Smith, Joss Stone, Billy Gardell, Nicole Scherzinger, Ricky the Hatman Hatton, Gemma Arterton, Matthew Lewis, Christian Erikson, Valentine Warner, Luke Franks, Laura Aikman, Scott Hoatson, Nabil Bentaleb, Natalie Pinkham, Di Dougherty, Zoe Hardman, Laura Main, Anthony Cotton, Jools Holland, Charlie Boorman, Will Greenwood, Sam Strike, Daniel Ricciardo, Xenia Tchoumitcheva, David Schneider, Ralf Little, Julie Graham.

Prince Harry in a suit for Sentebale commercial

Sentebale Feel No Shame site

Prince Harry explains: “We are turning this World AIDS Day into a day in which no one should feel any shame about their secrets. Together, we can tackle the stigma surrounding HIV and give the young people carrying it the childhood they deserve. The childhood so many of us take for granted.”

Jonathan Burley, executive creative director at CHI&Partners added: “#FeelNoShame is a powerful, simple vehicle for a very serious message – communication saves lives. HIV sufferers are dying simply because they’re too ashamed to speak up and seek support. With #FeelNoShame, we and the celebrities we are working with hope to spark a long-term shift in how people think about HIV/AIDS in the developing world, rejecting the shame and stigma people misguidedly associate with the disease.”

Sentebale Feel No Shame Credits

The Sentebale Feel No Shame campaign was developed at CHI & Partners by executive creative director Jonathan Burley, creatives Colin Smith and Angus Vine, account director Emily Brownlow. Media was handled at M/SIX by planners Marc Caulfield and Rob Yeo.

Filming was shot by director Liam Maguire via Boxkik.

Interactive work was done by Visual Voice.