ViiV
This is a huge account and I’ve worked on several aspects of this brand. Some of my favorite ideas are here.
How do we get the more people in the gay community and around the world to not only use ViiV PrEP, but make it a must have for HIV prevention?
GRINDr PREP ICON
The solution is simple…we create a small graphic badge/icon that will be displayed on every profile pic to represent their current PrEP status. ViiV will partner with the dating app Grindr (and eventually other dating apps) to help make being PrePPED a must have for online dating.
The icon is a simple graphic representation of PrEP and be able to “POP” when displayed on social profiles.
THE PrEP SIGNAL
Telegraphing the PrEP status in-person is just as important as online. ViiV will create branded glowing wrist bands that can be handed out in bars and nightclubs to show that you’re PrEPPED and ready.
Sponsored DJ’s/performers can also integrate this into their routines – shouting out and promoting ViiV PrEP.
How do we reach remote regions of Africa where it’s dangerous and/or illegal to be LGBTQ and safely deliver ViiV PrEP to those who need it?
Unfortunately being LGBTQ in most of Africa can be very risky, with punishments ranging from jail time to the death penalty.
This forces this population underground and fearful.
ViiV PrEP + ZIPLINE
Partnering with African drone delivery company Zipline, ViiV can deliver PrEP to LGBTQ people living in remote regions to better help combat the spread of HIV. We could create a simple website interface or mobile app that would allow users to remain anonymous and get access to PrEP in a discreet manner.
MOTHER-A-MOTHER – CAMPAIGN
It’s a whole new world for a first time mother and her newborn baby. Especially if the mother has the HIV virus.
ViiV HIV prevention will help reinvigorate and leverage an existing and successful program called Mother2Mother (M2M). This program matches experienced mothers with new mothers (like the big brother program in the US). With the guidance of these mothers, a new mother is never alone. She will have a partner from pregnancy through birth; she will be taught everything she needs to know about caring for her baby, herself and how to protect her newborn from HIV.
It takes a village of mothers to care for a village of new mothers.
ViiV – THE NEXT STEP (UNBRANDED)
PrEP in daily pill form is an effective means for protecting higher-risk patients
against HIV. But, what if there were another delivery system that was just as effective as the daily pill with some added benefits. Wouldn’t it make sense to ask patients if they are ready to take that next step in PrEP?
ViiV CABENUVA – RE-ENVISION IT
When HCPs consider what HIV treatment to offer, they all too often choose the same tried and true solutions. But they’re missing the opportunity to refine their thinking. With Cabenuva, they can reframe the discussion. And rethink their entire approach so patients can keep enjoying vibrant, colorful lives.
