ViiV Healthcare Activation
The Kaiser Greater Than AIDS “Deciding Moments” campaign, launched in October 2010, used real-life stories in a multimedia campaign, including nearly 6,000 billboards, to connect with diverse populations and increase relatability.
THE CHALLENGE
Based on the creative brief issued by the Kaiser Family Foundation and the Black AIDS Institute, develop three to four (3–4) creative concepts for the second phase of the Greater Than AIDS campaign, seeking to deepen the campaign’s connection with its priority populations. While building on the existing campaign brand and messaging, the final creative concept should work across diverse media platforms, such as outdoor, online, print, radio, and banner ads.
THE SOLUTION
The Kaiser Greater Than AIDS campaign unveiled its “Deciding Moments” concept in October 2010, showcasing real people from diverse rural and urban backgrounds affected by HIV. By highlighting their stories, the campaign aimed to increase relatability and reach with almost 6,000 billboards placed in 31 markets from Atlanta to Los Angeles.
