For young people today, navigating health, relationships, and identity online can feel confusing and overwhelming, especially when safe spaces for reliable information are hard to find. In the Philippines, nearly half of new HIV diagnoses in 2024 were among young people aged 15 to 24, highlighting the urgent need for reliable, inclusive, and supportive health communication. How we communicate about health can make a real difference in empowering the youth to make informed choices and seek support.
This is where Story Leaf comes in, a non-profit founded in 2020 by Co-Founder & President Gilbert Banducci and Co-Founder & Vice President Nicholas Prufer. Story Leaf combines storytelling with medical expertise to craft engaging, stigma-free digital content on sexual health, HIV, and self-care that young people can relate to.
Open conversations about health and HIV can save lives. Story Leaf creates safe spaces online where young people can learn, ask, and connect.
“Storytelling and social media can change lives. By combining medical accuracy with creativity, we use entertainment to inspire conversations about HIV prevention, treatment, and healthier lifestyles,” said Co-Founder & President Banducci.
Story Leaf collaborates with medical experts as well as artists and animators who have worked with Pixar, Disney, and Star Wars to ensure its content is reliable and empowering for young audiences.
REAL TALK ON HIV AND THE YOUTH IN THE PHILIPPINES
HIV continues to affect young people in the Philippines. Stigma and lack of information can prevent them from accessing the support they need. In 2025, the World Health Organization and Department of Health reported that around 252,800 Filipinos are estimated to be living with HIV and a third of newly diagnosed individuals being young people who will need to be on treatment for life.
This underscores the importance of providing youth–friendly, inclusive information that encourages young people to access health services safely and confidently.
TURNING FEEDS AND FYPs INTO HEALTH HQs
The Philippines is one of the top users of social media, with over 78% Filipinos active online, making social media a key platform for learning and connection. Story Leaf recognized that digital media can have an extraordinary impact in delivering sex education and HIV prevention.
From this vision came Jamie, a digital influencer who speaks the language of today’s youth. Through videos, comics, and posts, Jamie engages audiences on sexual health, relationships, HIV, and self-care with empathy and relatability.
Through vibrant storytelling and short-form videos, Jamie and Story Leaf help young audiences learn about HIV prevention and treatment in a relatable and stigma-free way.
“Young people connect with our work because it is both entertaining and real—it addresses topics that are often taboo but urgently important, like HIV prevention and treatment. With Jamie at the center, we’ve built a safe space online where young people can ask questions, seek resources, and feel part of a community,” shared Co-Founder & Vice President Prufer.
BEYOND INFO: BUILDING SAFE CIRCLES TOWARDS REAL SUPPORT
Since 2020, Story Leaf has reached over 113 million viewers worldwide, with the Philippines accounting for most of that audience. These views have translated into action, with over one million direct messages and comments from young people, seeking guidance on HIV prevention, treatment, and resources. This kind of engagement emphasizes that creative, and compassionate storytelling and health communication can inspire meaningful action.
Story Leaf works with supporters such as the Sustained Health Initiatives of the Philippines (SHIP) and their SAIL Clinics, who help connect young people to services like HIV testing and PrEP treatment. Their support ensures that Jamie’s content reaches those who can benefit most and complements the work of local healthcare providers.
“With the support of organizations like SHIP, we’re taking the next step—bringing this content and critical resources directly into schools, treatment facilities, and clinics, bridging the gap between online engagement and real-world action,” said Co-Founder & Vice President Prufer.
TOWARDS A FUTURE WHERE HEALTH IS POWER
Story Leaf aims to expand globally and increase multilingual content, ensuring that more youth across the world will have access to accurate, life-saving information.
“Years from now, we see Story Leaf as one of the leading forces in HIV prevention and youth health education, not only in the Philippines but across other regions facing similar challenges,” said Co-Founder & President Banducci.
Story Leaf demonstrates that inclusive and stigma-free health communication is transformative. By combining storytelling and health communication, Story Leaf will continue to nurture conversations about HIV and sexual health, empowering young people to make informed choices about their health.
About Story Leaf
Story Leaf is a non-profit organization committed to advancing education and raising awareness about socio-political health issues through entertainment media. Our goal is to establish a global network that allows people to connect, learn, and find inspiration by instantly accessing our news, articles, and videos, ensuring quick access to a wide range of information.
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About SHIP
Sustained Health Initiatives of the Philippines (SHIP), Inc. is a non-stock, non-profit organization that offers high-quality, affordable HIV and primary care directly to the communities that need it most. By providing HIV care, building capacity, and testing innovative approaches, SHIP aims to get more people into treatment, and save lives. We create sustainable, one-stop-shop community clinics in high impact areas throughout the Philippines. SHIP’s mission is to bridge gaps in the HIV response by strengthening the continuum of care through innovation, partnerships, and capacity building.