Stigma remains
For World AIDS Day, ViiV Healthcare needed to showcase how far HIV treatment has progressed while tackling persistent stigma and misinformation.
Despite medical advances, public understanding of U=U remains low - 57% of people still believe effective treatment does not prevent transmission. Outdated stereotypes and the widespread belief that HIV is "no longer an issue" continue to shape public perception, keeping dangerous misconceptions alive.
Without credible, clear communication, stigma risks undermining progress and preventing people from engaging with care or believing that treatment could transform their lives.
Unboxing the truth behind U=U
Understanding that stigma shapes how people receive even well-evidenced science, we created Unboxed - a unified creative platform designed to make scientific truth emotionally believable.
Insights showed that stigma and doubt influence the perceived credibility of advancements in the industry, so we reframed the science through relatable, belief-building storytelling; hearing directly from partners, parents and people living with HIV meant audiences could see, feel and believe the progress that statistics alone could never convey.
Films, animation and messaging came together across a large-scale digital activation at King's Cross and a global social rollout, reaching audiences where it mattered most.
Driving engagement and understanding
The campaign reached broad audiences with strong engagement: partner content achieved 382k views with 100% positive interactions, while ViiV channels sustained advocacy.
Praised for emotive, human-centred storytelling, it helped advance public understanding of U=U, challenged myths, and set a confident benchmark for future public-facing health communications.
