GlaxoSmithKline’s ViiV Healthcare launched its first campaign for new two-in-one HIV pill Dovato with real patients who want to be seen for who they are, not just their diagnosis.
The “Everything That I Am” campaign has four patient ambassadors for the brand—Alphonso, Kalvin, LáDeia and Leo. With a website, TV, print and digital promotions, the ambassadors are also going on a national speaking tour in the US.
The campaign contains online videos of the ambassadors giving advice on topics such as medication adherence tips and getting the most from your doctor appointments.
The ad first aired in August in 15 local markets selected because they have a higher prevalence of new HIV diagnosis or larger populations of people living with HIV. The ad debuted nationally during the Emmy awards show Sept. 22 2019.