Finalist
Janssen at the 9th International AIDS Conference
Summary of work
1.8 million people are infected with HIV every year, yet this deadly virus has started to turn into yesterday’s news, as there’s a clear trend showing less media reporting on it over time.
Janssen has recently launched a new HIV therapeutic and is in the early stages of developing a vaccine with the potential to be effective globally. We were tasked with breaking Janssen’s latest clinical developments to the scientific community at The International AIDS Society (IAS) Annual Meeting, at which they have not historically had a strong voice.
Our strategy sought to bring HIV back into the spotlight by increasing media understanding of HIV science, position Janssen as leaders by dictating online conversation and demonstrate the potential impact of its R&D efforts within the field.
Our strategic HIV messaging was delivered through 75 interviews with Janssen scientists and a community lecture that gained interest from key media. Janssen drove the online conversation with 3.8 million social media impressions and securing the most engaged with online content during IAS compared to key competitors. Coverage on our treatments was published in >2,200 articles including: BBC, CNN, Vox,Bloomberg, The New York Times, the Financial Times, The Washington Post and the Associated Press.
Judges’ comments
A lot of work has gone into this impressive campaign. The ambitious two-fold objectives connected across channels and the team delivered a wide range of tactics. It was brilliantly executed, the data speaks for itself and the judges couldn’t fault it.
