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.

New infections can be prevented with effective education and greater access to a wide range of options, including TRUVADA for PrEP, a once-daily prescription medicine that is highly effective at preventing HIV.

We know that many individuals are disengaged from proactively protecting themselves and that those at risk continue to face social and structural barriers to HIV prevention.

Our objectives were to:

- Break the stigma around HIV and HIV prevention so patients could acknowledge being “at risk”

- Provide a mainstream, positive depiction of PrEP

The TRUVADA for PrEP integrated campaign started by directly addressing stigma around HIV prevention. The campaign illustrated that sexual activity and sexual health aren’t mutually exclusive, with headlines like “I’m adventurous, not reckless.”

This was all supported by authentic representation, to help reach an audience not typically receptive to pharmaceutical advertising.

We then wanted to create a rallying cry: “I’m on the pill” was a strong, simple statement of pride that built on the legacy of birth control. This bold proclamation helped decrease the stigma associated with talking openly about sex and protecting your sexual health.

Today, birth control is considered normal. It’s viewed not only as socially acceptable, but also as socially responsible. Many see it as an empowering option, allowing women to control their reproductive health. TRUVADA for PrEP may help offer similar empowerment when it comes to preventing HIV.

Many people at risk for HIV still do not consider themselves appropriate candidates for TRUVADA for PrEP, nor do they intend to have sexual health conversations with a healthcare provider—whether because of stigma attached to being on PrEP or misinformation about PrEP itself.

The campaign breaks down that stigma by:

-Bringing conversations about TRUVADA for PrEP to the mainstream

-Featuring a diverse group of people of different races, genders, and sexual orientations

-Allowing these individuals to talk positively about their choice to be "on the pill"

National TV was an integral part of our strategic planning because many believe TV is the legitimizing factor when determining the reliability of a product (“If it’s so great, why haven’t I seen a commercial for it?”).

This campaign not only combats misinformation, but also increases mainstream acceptability of TRUVADA for PrEP for individuals at risk for HIV and the public at large.

The cadence of the content was carefully orchestrated to ensure maximum audience receptivity.

Content that directly challenged HIV prevention stigma came first in print, digital, and video form. These tactics helped prime our audience to be more open around HIV prevention conversations.

The “I’m on the pill” commercial built on the momentum of those tactics. We had started to normalize the idea of a pill that prevents HIV – and now we celebrated the idea of protecting oneself.

76% of prescribing physicians said that at least one of their patients mentioned the commercial during an appointment.

Physicians prescribing PrEP for the first time increased by 49%.

The TRUVADA for PrEP website had an over 340% increase in weekly site visitors.

And the commercial had a 66% completion rate.