Health and Wellness > Education & Services

MY HIV HANG UP

HAVAS WORLDWIDE TONIC, New York / VIIV HEALTHCARE / 2016

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Overview

Credits

Overview

BriefWithProjectedOutcomes

All communications must follow relevant US FDA guidelines, where applicable.

CampaignDescription

What it means to live with HIV today is vastly different from what it meant 20—even 10—years ago. But by no stretch is that meant to suggest living with the condition is easy. Especially when it comes to dealing with the stigma of the disease. Or the concerns that often arise when talk turns to treatment. That’s the idea behind MyHivHangup. Its aim is to help individuals face the fears they may have about the condition, and get the support it takes to overcome those anxieties.

The MyHIVHangup website accomplishes that with relatable information, interactive quizzes and tools, and video content featuring personal stories from people living with HIV.

From a design standpoint, the fully responsive site was designed to be scrollable and easy-to-read, keeping in mind the varying comprehension levels of our audience.

Execution

MyHIVHangUp.com was launched in September 2015 for the United States Conference on AIDS, a large patient gathering of the community. A companion You Tube channel also launched.

Outcome

Preliminary results from the site are encouraging, with many people in the U.S. having signed up for the site's eCRM program to help them face their HIV treatment "hang-ups."

Strategy

The most astonishing data was reported by the CDC (*http://www.cdc.gov/mmwr/preview/mmwrhtml/mm6347a5.htm?s_cid=mm6347a5_w) which estimated that only 37% of individuals living with HIV in the US were prescribed antiretroviral therapy (ART) – in other words, only about 4 out of 10 HIV+ patients were on appropriate medication regimen.

Also surprising was that even those who were treating HIV and experiencing success with their ART were making many personal sacrifices to accommodate the negatives aspects of taking those medications. In some extreme cases, individuals justified tolerating their dissatisfaction with ART, or even missing medication, because they believed the negatives effects were better than the alternative – dying from HIV/AIDS.

In light of staggering facts and insights, we sought out to help this group of consumers question their own beliefs so they may be able to identify ‘their own worst enemy’, their personal HIV hangups.

Synopsis

HIV is an active topic with numerous resources dedicated to education, stigma and care. Our goal behind the MyHIVHang-Up campaign was to address an unmet need among diagnosed individuals that specifically helped them identify and overcome the emotional barriers that kept them from an optimized treatment plan.

Our solution was to create a simple but powerful website which allowed these individuals to face their own barriers – or in consumer parlance, their own “HIV hang-ups”. This led to a website that provided two different and hyper-focused experiences based on individual barriers and needs.

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