Working with gay dating app Grindr, this inventive and bold campaign for Gilead, which produces drugs for people with HIV, focused on changing the narrative around the virus away from ‘life-support’ and towards ‘lifestyle’. It used HIV-positive comedian and activist Panti Bliss to deliver the ‘long haul’ message via an in-flight announcement.
People living with HIV can now live as long as those without it, but the virus and its treatment can speed up the ageing process, increasing risk of illness later in life.
The campaign starred HIV positive drag queen and gay rights activist Panti Bliss and a cast of HIV positive men who rallied the community to start taking positive steps to help improve their future health prospects.
Flight HIV101 made long-term health a priority, started a conversation among people who had not considered it and led to 18% of the target population taking steps to improve their future health.