Film advertisement created by Havas, United Kingdom for ViiV Healthcare, within the categories: Health, Public Interest, NGO.
BriefWithProjectedOutcomes UK regulations state no direct link to products or medical treatments in unbranded communications. Execution As GPs are extremely busy, we felt the most successful media would be a short film to capture their attention quickly and to support this through print and digital media.Although challenging in approach the execution had to have a warmth and reassurance, using characters and situations that GPs recognised to help them put themselves in that same situation. With this in mind we also ‘street cast’ everyday people as models to give an authenticity to the campaign.Budget for this project was tight and the concepts could not be traditionally tested. Instead we used existing contacts in support groups, charities, steering committees and advisory boards to gauge the appeal of film and at the same time gain their buy-in to the campaign.The film was launched nationally through an owned website, social media channels and screened in GP surgeries. This was supported by a range digital tactics, in-surgery information and print. Synopsis HIV is increasing in many areas of the UK and becoming more prevalent in atypical communities.GPs are in a unique position to help diagnose HIV early, they are the first port of call for many people who display early symptoms.The problem is three fold:1.The symptoms can often be quite general and difficult to attribute when GPs see so many patients with similar symptoms.2.GPs are unaware of the increase in prevalence of HIV and not thinking of testing patients even when faced with people presenting with indicative symptoms.3.GPs often have fixed views on who a possible HIV patient may be.The brief - to help raise awareness of these issues and convince GPs to test for HIV more often.Our objective - to reposition HIV in the minds of GPs by rejecting the idea of a ‘typical HIV patient’. BriefExplanation Relevancy This campaign was all about changing the mindsets of GPs across the UK and raise awareness of the increasing unmet need of possible HIV sufferers.We had to activate GPs to believe they had a responsibility to get more of their patients tested so that they could if need be treated optimally.Our approach had to be direct, engaging and critically be supported by leading charities and associated organisations. Audience UK based Primary Care Professionals (GPs) CampaignDescription Our overarching creative theme was a simple one – HIV is ‘Hidden In View’. -Hidden because the symptoms can be difficult to identify.-Hidden because GPs do not recognise who is at risk.-Hidden because of the associated stigma.The idea was to help doctors recognize the changing face of HIV, those familiar faces and symptoms they see regularly, and hopefully in the relevant cases think to offer an HIV test to either rule it out or lead to a diagnosis. Strategy To transform the problem into a solution by using the diversity and number of patients a GP sees every day as an opportunity to spot and diagnose HIV sooner.The approach was to take the existing stereotype of a HIV patient as well as people a GP would not generally associate with the condition and have them present with the same symptoms to challenge the doctor’s perceptions and attitudes. Outcome The campaign has helped reposition the disease in GPs minds and lead to:1.Over 250,000 people engaged with the campaign within the first few weeks. 2.Online engagement four times higher than the industry standard.3.The campaign being part of a nationwide healthcare professional training programme.New policy changes to HIV testing in the UK.