Gilead – Unmet need campaign – HIV IS: Positive futures.

Objective:

Raise awareness. Challenge the status quo. Make people look at HIV health differently – in the long term rather than the short. Do this by turning things on their head and focusing on the positive ‘things they never thought they would/will live to enjoy with HIV’. Start a positive movement for ageing well with HIV!

Campaign included:

• Positive Futures Ambassadors to help spread the word or buddy with newly diagnosed

• TED TALK Webinar

• Branding at Gay Pride marches

• Charity style bracelets

• Large format billboards

• HIV is guerrilla Post-it note activity at congress

• Underground escalator panels near Dean Street Clinic or other major city clinics

• Facebook page collecting ‘HIV is… positive future ambition/stories/ signatures

• Microsite

• A4 Adcepts

• YouTube viral videos

Created whilst at DDBRemedy, 2015