biktarvy
biktarvy
Can medical advertising create cultural change?
Can medical advertising create cultural change?
When Gilead Sciences and Digitas Health approached Society to produce their groundbreaking Biktarvy campaign, they weren't just looking for another pharmaceutical commercial – they were aiming to transform how we talk about HIV. The challenge was unprecedented: create the first major HIV treatment campaign featuring real patients, while navigating the complex regulatory requirements of pharmaceutical advertising and handling deeply personal stories with the care they deserved.
When Gilead Sciences and Digitas Health approached Society to produce their groundbreaking Biktarvy campaign, they weren't just looking for another pharmaceutical commercial – they were aiming to transform how we talk about HIV. The challenge was unprecedented: create the first major HIV treatment campaign featuring real patients, while navigating the complex regulatory requirements of pharmaceutical advertising and handling deeply personal stories with the care they deserved.
Traditional pharmaceutical advertising relies heavily on scripted content and actors portraying patients. Breaking this mold required completely reimagining the production process.
Traditional pharmaceutical advertising relies heavily on scripted content and actors portraying patients. Breaking this mold required completely reimagining the production process.
Working with directors Aaron and Winston Tao, whose work is rooted in authenticity and whose belief that cinema should be used to better mankind aligned perfectly with the project's goals, we developed an approach that could capture genuine stories while meeting exacting pharmaceutical regulations.
Working with directors Aaron and Winston Tao, whose work is rooted in authenticity and whose belief that cinema should be used to better mankind aligned perfectly with the project's goals, we developed an approach that could capture genuine stories while meeting exacting pharmaceutical regulations.
The production spanned five cities, with each location requiring multiple shooting days to capture both cinematic campaign elements and authentic documentary moments. We created an environment where real patients felt comfortable sharing their stories – from Chad, a performer who found strength through charitable work, to D'Eva, whose love story challenged stigma and preconceptions, to Dimitri, who turned his diagnosis into a platform for education. Each story required its own unique approach, balanced against the need for consistency across the campaign.
Throughout production, our team coordinated with medical experts, regulatory advisors, and lawyers, ensuring that authentic storytelling never came at the expense of compliance or accuracy.
Throughout production, our team coordinated with medical experts, regulatory advisors, and lawyers, ensuring that authentic storytelling never came at the expense of compliance or accuracy.
This careful balance paid off: within twelve months of launch, Biktarvy achieved blockbuster status with sales of $1.18 billion, projected to reach $7.37 billion by 2023. More importantly, the campaign created new cultural touchpoints that helped combat stigma and shame around HIV diagnosis, providing hope and connection for the estimated 40% of HIV-positive individuals not currently connected to care.
This careful balance paid off: within twelve months of launch, Biktarvy achieved blockbuster status with sales of $1.18 billion, projected to reach $7.37 billion by 2023. More importantly, the campaign created new cultural touchpoints that helped combat stigma and shame around HIV diagnosis, providing hope and connection for the estimated 40% of HIV-positive individuals not currently connected to care.
The Biktarvy campaign demonstrates Society's unique ability to handle complex, sensitive projects that require both technical excellence and human understanding.
The Biktarvy campaign demonstrates Society's unique ability to handle complex, sensitive projects that require both technical excellence and human understanding.
The production spanned five cities, with each location requiring multiple shooting days to capture both cinematic campaign elements and authentic documentary moments. We created an environment where real patients felt comfortable sharing their stories – from Chad, a performer who found strength through charitable work, to D'Eva, whose love story challenged stigma and preconceptions, to Dimitri, who turned his diagnosis into a platform for education. Each story required its own unique approach, balanced against the need for consistency across the campaign.
