The campaign aims to improve understanding amongst gay and bisexual HIV positive men of eight health challenges that can affect their HIV health.
The campaign is fronted by eleven brave men who were filmed talking about their personal stories of living with HIV whilst tattoo-style body art was painted on their skin, to illustrate the impact that HIV can have throughout the body. Each of the men talk openly about how they felt receiving their HIV diagnosis, their journey of acceptance and of their ambitions to live healthily and well with HIV; to encourage others to do the same.
The campaign comprises 28 films and 64 print and digital assets, which the Four Media team are using to maximise engagement online.
Within the first two weeks, news of the campaign was covered by 15 media outlets including Gay Star News, Gay Times, Out News Global, The Huffington Post UK and Hornet. The campaign trailer received more than 136,651 views on social media. The icing on the cake was a 369% increase in visits to Gilead’s HIV health awareness website; smashing the campaign objective.
To see the whole campaign visit www.hivisjustapartofme.eu