Highly Commended
My Journey: Flight HIV101
Summary of work
People living with HIV can expect to live as long as those without it, but the virus and its treatment can speed up the ageing process, increasing the risk of illness later in life. However, future health isn’t a concern for this population and many do not want to hear messages about ageing when they feel fit and well in the present. Given this background, the aim of the campaign was to empower people living with HIV to make the right choices today that improve the chances of living a healthy life in the future.
A targeted social media campaign and Grindr partnership directed people to a patient digital hub, optimised for mobile, including content on health, ageing, wealth, sex and relationships written in the tone of a magazine editorial. The digital hub directed users to take an interactive Health MOT.
The campaign reached 29m people through digital channels targeted at the gay community. Paid spend was minimal with most interaction obtained organically. Overall the campaign led to 18% of the target population showing intent to improve their long-term health.
Judges’ comments
My Journey: Flight HIV101 is a very strong and well-thought out campaign, demonstrating a real understanding of how digital channels work for the target audience. The use of humour was bold and attention-grabbing, and the campaign was well integrated and led to some impressive outputs.
