An HIV diagnosis represents a unique set of fears and challenges for a very diverse population that ranges in ethnicity, gender, age, culture and sexual orientation. Our multi-cultural audiences are disproportionately impacted, especially Hispanics, due to deeply rooted cultural stigmas and language barriers that create challenges when looking for support, gaining access to care, starting conversations with healthcare providers and in learning to live with and treat HIV.
As a result, we created an inclusive brand platform based on a universal truth that could resonate across our diverse HIV+ audiences. To connect on an emotional level, our PREZCOBIX® Shared Wisdom DTC campaign leveraged this insight to create a differentiating platform to share real patient experiences. By sharing wisdom that supports people on their journey, we modified perceptions, added value beyond the product, and most importantly, changed patients’ behaviors.
To increase relevance and connect emotionally, we created unique wisdom from the point of view of Hispanics living with HIV and wove it throughout the campaign. We created a Hispanic-specific website and treatment education materials, from family brochures to help HIV+ patients discuss the condition and gain family support to fotonovelas to keep the conversation going.