Winner
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 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 a healthy life in the future.
A campaign for gay men was developed taking a lifestyle approach to ageing focusing on health, wealth and happiness. This took the campaign beyond health messages and into areas where there was interest. Community collaboration meant that it was a campaign by gay men for gay men. It centred around a flight safety comedy short featuring HIV-positive drag queen Panti Bliss – voted ‘more influential than Donald Trump’ by TIME Magazine in April 2016 – and a cast of 15 HIV positive gay men.
The campaign reached 29m people, with 17,500 social media interactions leading to 18% of the target population showing intent to improve long-term health.
Judges’ comments
The work by 90TEN and Gilead had well-structured insight which was clearly driving strategy, with a global reach. It was relevant to the target audience and had the whole package. The judges all agreed this campaign was bold and thought it was amazing that the team had the courage to carry it out - 10 out of 10 for getting it through legal! It was extremely creative, with a great video, risk-taking and with a good dose of fun.
