With a saturated market of PrEP drugs and existing HIV treatments, standing out required a bold, human-centered approach. The Illuminate HIV campaign was a global social media initiative, carefully designed to resonate with 20 unique audiences worldwide. By shifting the focus away from clinical messaging, the campaign emphasized the real lives and futures of people living with HIV.

Through vibrant visuals, uplifting storytelling, and an empowering message, the campaign reached diverse populations across multiple countries and platforms, ensuring cultural relevance while maintaining a unified global presence. Rather than blending in with traditional medical marketing, Illuminate HIV positioned clinical trials as an opportunity for those affected by HIV to take an active role in shaping the future of treatment.