Finalist
Amplifying Positive Action for HIV-Affected Communities in Sub-Saharan Africa
Summary of work
Originally launched in 1992 by GSK, Positive Action was the first pharmaceutical company community-grant giving programme to support communities affected by HIV. Today, Positive Action is driven by ViiV Healthcare and fully aligns with its mission of ensuring no person living with HIV is left behind.
To mark its 30th anniversary, GCI Health supported ViiV Healthcare in the development of a campaign to drive awareness of Positive Action’s past impact, as well as continued work in addressing the HIV epidemic. Called Positive Action at 30, the visual and emotive storytelling campaign amplified the people at the heart of the Positive Action programmes, partners in strategy and implementation, and progress made through collaboration.
Dynamic footage filmed across Africa highlighted themes including female and youth empowerment, harm reduction and HIV stigma, whilst also shining a light on target populations including young women, men who have sex with men, people who inject drugs and children living with HIV. Content was housed on an accessible new campaign hub, updated throughout the year.
Evaluation showed that Positive Action at 30 achieved its strategic priorities in tackling HIV, built trust, pride and awareness internally while differentiating Positive Action from other campaigns among external stakeholders.
Judges’ comments
GCI Health for ViiV Healthcare have produced an impactful campaign, co-developed and ingrained with sub-Saharan HIV communities. The social amplification and engagement results were excellent, and the judges thought the campaign was a real demonstration of a commitment to not leave any patient behind.
