“If a country denies it has AIDS, that country will inevitably become an
even greater victim.”—Richard Holbrooke
***
Nobel laureate Nelson Mandela of South Africa once said of human immunodeficiency virus: “HIV does not make people dangerous to know, so you can shake their hands and give them a hug: Heaven knows they need it.”
In the Philippines, with new HIV infections among young people climbing every year, a crucial question should be asked: Are they getting the information they need?
Almost one-third of new HIV cases involve individuals aged 15 to 24. Despite enhanced access to testing and treatment, the number of new cases continues to increase, underscoring the necessity to improve the dissemination of information and support regarding HIV to young people.
Young Filipinos are maturing in a digital environment, inundated with a continuous flow of content; however, many still lack clarity on how HIV is transmitted, prevented, or treated.
The Commission on Population and Development has indicated that the increase in HIV cases among young Filipinos is closely linked to deficiencies in sexual and reproductive health education. Stigma and societal taboos persist, complicating discussions about the subject both in educational settings and at home.
The Young Adult Fertility and Sexuality Study revealed that merely 75% of Filipino youth between the ages of 15 and 24 are aware of HIV. Less than 20% possess a clear understanding of the virus. Due to the lack of safe environments for open dialogue, the majority of young individuals acquire knowledge about sex from peers, classmates, and social media platforms.
The study also indicated that approximately 12% of males and 13% of females have ever engaged in discussions about HIV within their households.
“Young people engage more deeply with HIV content when it is relatable, visually engaging, and stigma-free,” said Story Leaf, a non-profit organization committed to advancing education and raising awareness about socio-political health issues through entertainment media.
“But accurate information on HIV competes online with memes, misinformation, and silence. Most Filipino youth receive little to no reliable information about safe sex, HIV prevention, and contraceptive use. For organizations working in health and HIV education, this underscores a crucial need: Facts alone are not enough. Information can only work when it’s delivered in a way youth can understand and trust,” it adds.
Story Leaf was founded in 2020 by Gilbert Banducci and Nicholas Prufer. Banducci is the president while Prufer serves as vice-president. Together, they merge medical accuracy with creativity to make health information engaging, youth-friendly, and stigma-free.
“It’s not just about how we fight HIV, it’s also how we talk about it. Until we change the tone and the spaces where we talk about it, we’ll keep missing the young people who need this information the most,” said Banducci.
Connecting digital education to on-the-ground services helps young Filipinos access testing, condoms, and PrEP. Across platforms like TikTok, Instagram, and YouTube, Story Leaf’s digital campaigns use humor, empathy, and animation to spark honest conversations about sexual health and HIV prevention. Their content has reached over 137 million views worldwide, with 80% of their audience based in the Philippines and 83.5% belonging to Gen Z and Millennials—the very groups most vulnerable to HIV.
“When they see content that sounds like them and respects them, they engage, they ask questions, and they act,” said Prufer.
“Every message we receive is proof that young people want to know more. They just need a space that feels safe enough to ask. Story Leaf helps direct and connect them to trusted health providers who can help them take the next step,” Banducci added.
Through collaborations with local healthcare providers, Story Leaf guarantees that its online content translates into concrete actions, allowing young individuals to obtain the assistance they require.
By producing captivating digital content that resonates with the language, humor, and real-life experiences of young people, Story Leaf alters the perception of HIV from a taboo subject to one that can be discussed openly without fear of judgment or shame.
“We consult with experts and work with artists and animators to turn information on HIV into something relatable, culturally relevant, and emotionally real. Our goal is to make sure that no young person feels alone or uninformed,” said Prufer.
By merging creativity with medical knowledge, the team ensures that each narrative is precise, engaging, and empowering. Story Leaf intends to broaden its content across additional regions and languages to connect more youth with care.
Through storytelling and the integration of creativity with evidence-based information, Story Leaf demystifies the complexities of HIV to reach a larger audience of young individuals.
“Our goal is to normalize conversations about HIV and empower youth to make informed decisions about their health. When we change how we tell the story, we can help change how it ends,” shared Banducci.
