To inform and motivate patients, we sought to evolve this Bristol-Myers Squibb brand through a new print campaign. To grab patients’ attention about an important health issue by using appropriate images and words reflective of the populations increasingly affected by HIV, the ad aims to encourage patients to have informed, robust discussions with healthcare providers about their medical conditions and the treatment options that may be appropriate. Together, they can decide on the treatment regimen whose efficacy, safety and tolerability profile best meets the patients’ needs.

ATRIPLA held the position as the only single-tablet regimen available for people with HIV. When newer single-tablet regimens became available, we evolved the campaign to leverage the heritage of ATRIPLA, showing a community of real patients already taking the treatment. 

Evolved the Reyataz campaign to speak to people living with HIV who have failed their current treatment regimens.