Case Study: ViiV Healthcare tackles HIV stigma and boosts understanding with Radley Yeldar

ViiV Healthcare advances U=U understanding with Radley Yeldar, driving 382k views and 100% positive interactions

ViiV Healthcare faced the challenge of dismantling HIV stigma and misinformation, particularly around the U=U concept, as public understanding remained low despite medical advances. They partnered with the vendor Radley Yeldar to create a campaign that would make this scientific truth clear and emotionally believable.

Radley Yeldar developed the "Unboxed" creative platform, using relatable storytelling from people living with HIV through films and animations. This solution was deployed via a large-scale digital activation and global social rollout. The campaign successfully drove strong engagement, achieving 382k views with 100% positive interactions, advanced public understanding of U=U, and set a new benchmark for health communications.

ViiV Healthcare