We created belief...
by putting ViiV’s promise to the forefront and evolving it to remain relevant and relatable
Remaining relevant in evolving times
Initially born from the COVID-19 pandemic, We Won’t Stop assured the community that they would be supported and served through a world of new risks.
Successful breakthroughs and medical advancements in the following years inadvertently caused HIV to fall off the public agenda. We were tasked to ensure that ViiV’s commitment remained relevant and relatable to their audiences, evolving with the changing times.
Living life fully beyond a status
While HIV seemed less prominent to the public, those affected still faced far-reaching impacts beyond physical symptoms, with stigma hindering their ability to live their full potential.
We shifted the campaign to focus not only on treatment/prevention but to consider the broader impact on individuals’ lives. To achieve this we highlighted the people behind the “We,” and showcased what happens when those affected can live fully as themselves beyond their status.
Continuous positive uplift in sentiment metrics year on year
We Won’t Stop has grown beyond a campaign into a major rallying cry for ViiV.
With its positive language and authentic imagery, it has been used at congresses
to inspire audiences and helped improve employee engagement, causing uplifts
in positive sentiment metrics every year since its conception four years ago.
