The HIV epidemic is still exactly that—an epidemic. Nearly 40,000 new HIV infections are diagnosed in the U.S. every year. And 1.1 million individuals are estimated to be at elevated risk for sexually acquired HIV in the U.S.

Research has shown that a narrow-minded view of HIV—and prevention of HIV—persists. And as long as the behaviors attributable to PrEP and PrEP candidacy are stigmatized, people will be reluctant to acknowledge being ‘at-risk’ and thus their ‘need’ for PrEP.

Through our media strategy, we sought to legitimize TRUVADA for PReP and normalize the conversation around HIV prevention through a mainstream positive depiction of the product.

The TRUVADA for PrEP “I’m on the pill” campaign leverages the birth control analogy to normalize and help destigmatize HIV prevention for individuals at risk for HIV. In featuring authentic voices from the gay, trans, African American, and Hispanic communities most impacted by the epidemic, the campaign accurately reflects back the faces of our audience.

“I’m on the pill” encourages our audience to make empowering decisions about their sexual health by talking to their healthcare providers about TRUVADA for PrEP. The “I’m on the pill” campaign focuses on individuals who acknowledge their concern of HIV and are aware of TRUVADA for PrEP as part of a comprehensive HIV prevention plan.

There are an estimated 1.1 million people in the US at-risk for HIV. Specific populations, including men-seeking-men, transwomen, and African American women, have a higher propensity to be at risk. Deploying a successful campaign required us to effectively concentrate our media activity on these populations.

Extensive research from government agencies, non-profit agencies, and syndicated resources were leveraged to further segment populations into targetable audiences. Through insights into lifestyles combined with HIV prevalence data, we defined a media buying audience of men ages 18-34 for broadly targeted media, as well as a strategic target of LGBTQ men ages 18-34 with an emphasis on African American and Hispanic populations for more granularly targeted media.

Our core media objectives were to drive HIV risk acknowledgment through precision media tactics, while also reducing stigma through board-reaching awareness media, with the ultimate goal of driving consumers to have HIV prevention conversations with their physicians.

Launching in May 2018, we brought to life the engaging and relatable “I’m on the pill” campaign in unexpected ways across highly-relevant channels, where media was uniquely positioned to drive the message of HIV prevention.

Digital channels across LGBTQ publications, content creation with Conde Nast, and data-infused programmatic media exposed key campaign messaging to the strategic target.

Targeting audiences with “I’m on the pill” messaging on dating and hook-up apps such as Grindr delivered messaging to consumers during moments of elevated risk, generating greater acknowledgment.

In-theater advertising aligned with “Bohemian Rhapsody” exposed consumers to TRUVADA for PrEP prior to witnessing Freddie Mercury’s tragic battle with HIV/AIDS.

The broad reach of running across 30 national TV networks and high-profile magazines including Vogue, GQ, and Rolling Stone expanded “I’m on the pill” to be visible to the entire country.

The successful launch has heightened consumer risk acknowledgment and interest while also spawning open discussions across social circles.

Since launch, consumers are exploring HIV prevention measures at a higher rate. Google searches related to HIV and AIDS prevention options increased by 50% with media in-market. Online shopping for in-home HIV testing kits increased 30%, a crucial first step in initiating HIV prevention. Engagement and adoption of TRUVADA for PrEP is on the rise. Website visitation increased by more than 340%. TRUVADA for PrEP is actively discussed with over 40,000 social posts since launch. The number of people taking TRUVADA for PrEP has grown by over 35,000, with first time physician prescribing increasing by 49%.

The heightened awareness, focus on risk acknowledgment and decreasing HIV stigma has all contributed to a rise in interest and adoption of HIV prevention, a significant step closer to eradicating the virus.