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My Journey: Flight HIV101

by 90TEN for Gilead

Summary of work

My Journey: Flight HIV101

People living with HIV can expect to live as long as those without it, but the virus and its treatment can speed up the ageing process, increasing the risk of illness later in life. However, future health isn’t a concern for this population and many do not want to hear messages about ageing when they feel fit and well in the present.

Given this background, the aim of the campaign was to empower people living with HIV to make the right choices today that improve the chances of living a healthy life in the future.

Flight HIV101 set out to bring about this change with positive lifestyle messages about long-term health using engaging shareable social content starring HIV-positive drag queen Panti Bliss to cut through the noise on gay men’s social media feeds. The social strategy targeted the channels that gay men use most, including YouTube and Facebook along with the mobile app Grindr.

The campaign reached 5.4m users through social media, with 710,000 views of the campaign video. Overall there were 17,500 social media interactions, including 200 community social media posts and 4,000 shares. Paid spend was minimal with most interaction obtained organically. Overall the campaign led to 18% of the target population showing intent to improve their long-term health.

Judges' comments

Gilead and 90TEN have put together a well thought-out and brave campaign that communicated key messages in an attention grabbing and humorous way, that resonated with the very defined target audience. The integrated nature of this campaign stood out – everything complemented each other – and this led to some impressive outputs and audience engagement. The use of Grindr as a promotional channel was a bold innovation - a social media platform you don’t normally see in this industry! It would be great if every pharmaceutical company could be as bold as Gilead was with this campaign. A great example of an ‘owned, earned and paid’ multi-channel strategy.


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Category Sponsors

Annabelle Sandeman, Huntsworth Group – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243