UCB
On Edge
Gilead
Draw a line
Gilead is taking a stand against the stigma associated with HIV to improve patients' quality of life and encourage the public to change their perception of those living with the condition.
Context
Gilead is committed to ending the HIV epidemic, everywhere and for everyone. Today, people living with HIV (PLHIV) on treatment have a life expectancy similar to that of the general population, but their quality of life remains significantly impacted. A 2022 survey revealed that 44% of respondents living with the virus reported quality-of-life issues they had never discussed with their doctor.
Problem statement
How to design an effective HIV awareness campaign through an innovative and empathetic approach, capable of breaking stigma and promoting a better quality of life for people living with HIV, by highlighting their daily challenges and encouraging dialogue with healthcare professionals?
Our idea
Highlight testimonials from the daily struggles of people living with HIV by 'drawing a line' through three key themes (sleep disorders, loneliness, and discomfort). This approach will reveal strong, positive affirmations, reminding everyone that people living with HIV can aspire to a better quality of life and encouraging them to engage in dialogue with their doctor to make it a reality.
The campaign
Creations
On the occasion of World AIDS Day, the campaign hacked the Parisian metro station Concorde, famous for its 44,000 tiles displaying the Universal Declaration of Human Rights. A 70-meter-long trompe-l'œil transformed the Line 8 station with the colors of Line 12, borrowing the design codes of Françoise Shein's artwork, with her consent. The walls were covered with authentic testimonials, each 'crossed out' to reveal only positive affirmations, reminding everyone that the quality of life for people living with HIV is a fundamental right.
Mediums
The campaign came to life along the entire length of the Concorde metro platforms, as well as on radio, in the LGBT press, in DOOH displays in train stations and metro stations, on social media, in urban billboards, and in healthcare facilities. In total, the campaign generated over 100 million impressions. Following its success, a second edition of the campaign was launched on social media, in the press, and through metro ads on Line 14.
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