Show up. Stand out.
AIDS 2024—the world’s largest HIV conference—would bring together over 15,000 HCPs, NGOs, policy makers, activists, and scientists. Among a sea of global players, ViiV Healthcare needed to do more than show up. They needed to stand out.
With competitors also in attendance, this was a high-stakes moment to reaffirm ViiV’s leadership and commitment to the HIV community. Our challenge: bring ViiV’s mission to life in a way that would cut through the noise, spark meaningful engagement, and drive footfall to their stand.
People first. Voices heard.
The creative concept for this years campaign emphasised the unstoppable attitude and commitment required to defeat HIV/AIDS. A series of personal messages from by researchers, activists and community members were written to address HIV directly; these were then brought to life with attention grabbing typography and gestural, emotive marks that underlined and highlighted key words. These look and feel was then rolled out over the course of the year across several congresses and OOH/social campaigns, guided by a comprehensive toolkit and suite of assets.
Guided by the congress theme of putting people first, we turned the spotlight on those driving real change. We brought this to life through continuous, on-the-ground content production—capturing key moments from the conference, conducting partner interviews, and amplifying the voices of the HIV community through collaborative influencer content. Our team delivered same-day edits, enabling ViiV Healthcare to share their presence across social channels and sustain awareness throughout the event.
Leading the conversation
Our content generated a total of 2.8 million views and over 1500 engagements on Instagram alone. By partnering with community voices and producing quick turnaround content in real time, ViiV were able to outperform their competitors for the largest share of voice on social media during the conference.