Finalist
Taxi Talks
by Burson on behalf of ViiV Healthcare
Summary of work
You wouldn’t expect a promotional video series to take place in the back of a taxi. Yet that’s exactly what Burson did. To shift perceptions and drive adoption of innovative medicines in HIV treatment and prevention, we recognised a simple truth: healthcare professionals are far more likely to reconsider their approach when they hear directly from their peers; creating a space for honest, peer-to-peer conversation became the catalyst for change.
The result was ‘Taxi Talks’, a unique promotional video series designed to transform how HCPs think about treatment optimisation. Filmed at the UK BHIVA conference in Brighton and the Summit for HIV Innovation and Nursing Excellence (SHINE) in Barcelona, the series captures candid discussions between experts inside a taxi, an intimate, familiar setting that encourages openness and authenticity.
Delivered through a multi-channel digital strategy including hosted content, banners and targeted email campaigns, Taxi Talks achieved outstanding engagement, consistently outperforming industry benchmarks for click-through rate, interaction and time spent on content.
Most importantly, the initiative delivered measurable impact. Post-content polling revealed that up to 75% of HCPs reported a shift in mindset, becoming either more likely to offer HIV Innovations or more aware of potential biases in their prescribing decisions.
Judges’ comments
‘Taxi Talks’ was an innovative, focussed and effective campaign. Objectives were clearly set out and aligned with insights. Judges liked that the outputs and outcomes were clearly differentiated across three areas. The concept was clear and the combination of patient need and HCP bias was a good niche to hone in on.
