HIV Has Changed
The business challenge
- Sound Creative worked with GSK and their dedicated specialist HIV healthcare company ViiV healthcare to launch a new campaign called ‘HIV Has Changed’.
- The campaign aimed to realign public perceptions of HIV, demonstrate that living with HIV should no longer be perceived as a death sentence and to help people overcome the fear of being tested.
- Despite HIV being a treatable, long-term condition, widespread misunderstanding of the condition still exists. New consumer research in the target region of Greater Manchester revealed that 1 in 4 people in Greater Manchester still don’t know or are unsure of the difference between HIV and AIDS and 1 in 5 people mistakenly believe that the virus can be passed on by kissing.
- To create a conversation centred on real-life case studies, Sound Creative worked with HIV campaigners from Manchester and London who were willing to share their story. We also had access to two HIV consultants and a GP.
- A 12 foot tall living structure spelling H-I-V was launched in central Manchester with a key focus on Greater Manchester coverage. The day kicked off with BBC Lancashire speaking to Tom Hayes who is a HIV positive campaigner and blogger.
- UK Health Radio dedicated a segment to the story of Jo; a woman living with HIV. Both interviews helped to dispel myths around HIV and give a platform to people with the virus to create a conversation that is usually kept hushed.