The Say Communications Excellence in Communication Through Creative Execution

Summary of work

On World AIDS Day 2020, ViiV Healthcare, with full support from GCI Health, announced the launch of a first-of-its kind photography collection in HIV, HIV in View, in a unique collaboration with Shutterstock – an online photography platform that hosts high-resolution images from photographers.
The collection, curated with the support of people living with HIV, leveraged Shutterstock's global network of more than one million creators to deliver a repository of high-resolution images depicting what it means to live with HIV today.
Across four countries (the United Kingdom, Kenya, Uruguay, Portugal), people living with HIV stepped forward to be among the first photographed, embarking on a shared ambition to help shift the world's perception of HIV and move away from outdated stereotypes.
The gallery, free for all to access and use in projects, campaigns and communications, was launched to increase awareness around HIV and break down barriers to stigma that still exist.
The announcement of the gallery received significant endorsement from the HIV community, including HIV patient advocacy groups and across social media, with over 1,150 downloads of the images to date.
A fifth country photoshoot took place at the start of 2021 and seven more are planned for the year ahead.

Judges' comments

This was a very different campaign to the work normally seen in this area. The collaboration with shutterstock was very impressive and resulted in some amazing visuals focused on changing perceptions and addressing the stigma around HIV.