ViiV Employs Patient Ambassadors to Start in First Branded (Triumeq) TV Ads for HIV Treatment - Warning Card Included! | Pharmaguy's Insights Into Drug Industry News | Scoop.it

GlaxoSmithKline's ViiV Healthcare is taking its dedicated history in HIV treatment and community involvement to the small screen. New TV advertising for its HIV fighter Triumeq features five people living with HIV talking about their diagnoses and treatment, as well as images showing how they’re “Moving Forward.”

It may also be a first for an HIV drug; while HIV awareness ads have aired on TV before, no other branded HIV drugs, at least in recent history, have aired TV spots. Healthcare professionals, advocates and people living with HIV have been asking ViiV for some time why they weren’t advertising on TV, Andrew Perry, ViiV VP of marketing in the U.S., said in an email interview.

“Given the importance of presenting realistic, positive images of the life a person being treated for HIV can lead, we felt like it was the right time to broaden our approach,” he said. “… We felt that now more than ever we must present a realistic, modern view of what the life of a person living with HIV can look like if their HIV is appropriately treated—and to do that on television for the first time. Reaching some people living with HIV can also be difficult, so television advertising is one more way to broaden our reach to help ensure no one living with HIV is left behind."

Some of the people who star in the TV spot already appear in other media for Triumeq. ViiV also used an organization that connects patients with companies looking for ambassadors and advocates, Perry said, acknowledging the “brave step” these patients have taken.

“Appearing on TV is a daunting commitment, and publicly disclosing their HIV status in a national TV campaign required an amazing level of bravery for each of our ambassadors. We are so grateful for their courage in sharing their status and their journey,” he said.