Finalist
Launching an HIV Breakthrough
Summary of work
The launch of lenacapavir marked the first and only twice-yearly subcutaneous injection for pre-exposure prophylaxis (PrEP). This fundamentally shifts the HIV prevention conversation from daily adherence challenges to a low-burden, high-efficacy option. Our media campaign around FDA and EC approvals navigated the need to share news of significant scientific breakthrough, while addressing pricing and access questions from an engaged community.
Our strategy prioritized storytelling through long-lead features, coordinated launch messaging, and amplification by trusted voices—including Gilead leadership, clinical investigators, and HIV advocates. We anticipated concerns around pricing and access, proactively addressing equity considerations and implementing real-time fact-checking to protect the narrative.
The campaign generated 330+ original articles across broadcast, print and online channels, translating to 2.5 billion impressions—double the reach of the competing long-acting PrEP. Rather than relying on traditional PR metrics, we redefined success around coverage quality, message penetration, and stakeholder alignment. Critically, 64% of coverage cited the groundbreaking efficacy data behind the approval, 36% featured Gilead spokesperson quotes, and the pricing conversation shifted toward balanced contextualization rather than sensationalism.
This success demonstrates excellence in media relations through strategic complexity, a community-cantered approach, and measurable impact in shaping credible, nuanced coverage of a transformative public health breakthrough.
Judges’ comments
The entry from Porter Novelli and Gilead was a really well done, strong media relations entry. They set out their project well and the judges like the site tours. They had lots of high value coverage and it was a properly coordinated campaign.
