Goals and objectives
The primary objective of the campaign was to position ViiV Healthcare as the leading authority in HIV research, treatment, and prevention. The campaign sought to highlight the organization’s deep expertise and unwavering commitment to ending the HIV epidemic. Facing a dominant competitor in the healthcare space, ViiV aimed to elevate its brand in the minds of healthcare influencers, opinion leaders, and industry experts. The campaign focused on three core goals: increasing audience engagement, enhancing brand awareness, and improving brand perception.