HIV is: Just a Part of Me
Summary of work
Advances in HIV treatment over the last 30 years mean that people living with HIV (PLHIV) have a near-normal life expectancy today. But mindsets need to shift from simply tracking CD4 cell count and viral load to helping PLHIV to think holistically about their health. Strategically, the campaign set out to engage HIV+ men who have sex with men (MSM) with their long-term health by authentically co-creating a campaign based on insights and counsel from MSM. The resulting creative was bold, resonating with an audience who seek explicit campaigns. Using tattoo-style body art to illustrate the impact of HIV instead of clinical imagery, and featuring 11 real HIV+ men instead of models, the pan-European multimedia roll-out involved a launch event with 21 gay media outlets and bloggers, and partnerships with a gay dating app and two leading gay magazines. Alongside impressive levels of media coverage and social media dialogue, the campaign’s effectiveness was indicated by a 520% increase in website visits from pre-campaign levels, a 47% reduction in bounce rate and a dwell time increase from 1min 54secs to 4min 53 secs. Furthermore, a survey with 2,000+ respondents indicated that conversations with HCPs on long-term health increased following the campaign.
The HIV is: Just a Part of Me campaign is a lesson in how to use consumer marketing techniques in healthcare – great creative backed up with very good execution. Its boldness paid off, with enormous impact and patient involvement.