the story
ViiV Healthcare, a global specialist HIV company, was preparing to launch a new HIV medicine (Juluca) in the UK. As part of this, broadcast would raise awareness about HIV and amplify the need for new treatment strategies.
the challenge
GSK tasked us with creating a broadcast strategy, to secure coverage with top-tier national media, regional and commercials broadcasters. Additionally, all communications with the media had to achieve two key aims. Firstly, to raise awareness of HIV and different treatment options. Secondly, to position 2-drug regimens as the new standard of care for the management of HIV. Finally, we would remove the stigma of people living with HIV and show Juluca as a product that will help people ‘live long and happy lives’.
the answer
The broadcast strategy worked in tandem with the print and online outreach by HAVAS to maximise impact. To gain vital insight from the media, we first conducted a media audit and broadcast listening project. This sought to understand existing perceptions of people living with HIV and HIV treatment options. This portion offered current and real insight into the media and how best to pitch the campaign narrative to them:
- We worked with ViiV and GSK to source and coach different experts and spokespeople. This allowed us to fulfil different media requests with different stories and in numerous locations
- Medical experts and PLHIV created a natural feeling on-air. When appropriate, they weaved in how advances in medicine offer new treatment options
- Working with PLHIV was a fantastic opportunity to raise awareness of HIV and to positively demonstrate that you can live a long and happy life
the successes
177 items of coverage, including 3 pieces of TV coverage on Sky News, ITV Meridian and Five News. Broadcast interviews across BBC Radio London, talkRADIO, BBC Somerset, Heart and Radio News Hub, with a cumulative audience of over 11.4 million UK adults across TV, radio and online.