THE CHALLENGE

Despite medical advancements, HIV-related stigma remains a significant barrier in Canada. Nearly half of Canadians still view an HIV diagnosis as a death sentence—a startling misconception that fuels fear, reduces testing and linkage to HIV care, and ultimately contributes to rising infection rates. In 2023, Canada saw a 35.2% increase in new HIV diagnoses, underscoring the urgency of public education. ViiV Healthcare Canada, the only pharmaceutical company solely focused on HIV, challenged us to shift perceptions by humanizing the experience of living with HIV and showing that a vibrant future is possible with consistent care thanks to scientific advancements.

THE STRATEGY

To dismantle the misperception that HIV is a death sentence, we leaned into the emotional power of storytelling and future visualization. We spotlighted the lived experiences of people living with HIV, showcasing their dreams, resilience, and aspirations. Our strategy was rooted in hope and innovation—both key to ViiV’s mission—and used AI-generated imagery to create a tangible connection between today’s advancements and tomorrow’s possibilities. By crafting uplifting, personal narratives, we aimed to educate the general public while empowering people living with HIV to see themselves in the future.

THE EXECUTION

We brought the campaign to life through a video centred on three people living with HIV. Partnering with an AI artist, we transformed their visions for the future into hyper-realistic portraits of what they might look like in the future. Each participant answered prompts about their goals, dreams, and personal growth. Their responses guided the portraits of their future selves, leveraging AI technology, which were revealed to them in-person and captured on video. The final content was shared across Meta via a collaborative post with one of the participants, who is an HIV advocate, supported by paid and organic promotion on Instagram, Facebook, and LinkedIn.

THE OUTCOME

The campaign reached 242K people and generated 410K organic video plays, with overwhelmingly positive sentiment. Paid efforts added 130K video plays via Facebook Reels, and Instagram Stories achieved the highest reach at 153K. Facebook Stories led engagement with a 4.31% CTR, showcasing that our target audience resonated deeply with the content. By showing the real and hopeful futures of people living with HIV, we helped challenge stigma, increase awareness, and reinforce ViiV’s commitment to those affected by HIV and beyond.