#LiVLife was created to drive the conversation around understanding and improving the treatment process between people living with HIV and their doctors. #LiVLife aspired to help encourage, educate and empower people living with HIV, their friends and family, and their doctors, to think about the treatment process in the same conversation as quality of life. To help drive this important conversation around the emotional, physical, and mental effects of living with HIV, we told real stories, using real people, in real places.

 
 

The Brief

In partnership with Havas London, create a campaign engineered to drive a conversation around the optimisation and re-appraisal of the treatment process between HCPs and PLHIV.

The Idea

An unbranded campaign that targets real people in real places. Not just classic HCP channels, but consumer channels too.

The Insight

Many people living with HIV (PLHIV) and their health care professionals (HCPs) are not discussing ways to improve ART therapies; particularly if the patient has suppressed their viral load to undetectable levels.

Some HCPs think viral suppression equals success, and that the job is done. Additionally, many PLHIV are just grateful for their treatment and don’t want to trouble their doctors.

Both parties can often forget quality of life and wellbeing conversations when it comes to how their treatment makes them feel. Some people living with HIV do not consider their journey beyond viral suppression.  

The Campaign

In a series of five documentaries, we explored through the lens of a real relationship what living with HIV means to these individuals; the journey they have been on, the need to speak more with their doctors and each other about how their treatment made them feel, and the emotional road they have both been on during their particular relationship.

These authentic stories help challenge the stigma of being positive and promote a discussion around HIV, from the right questions to ask doctors about how to improve medication and treatment process, to how to talk to friends and family about one’s status and wellbeing.