The brief
A long-acting injectable HIV therapy replacing daily oral medication — meaningful change in patient experience, but a category where awareness moves slowly and HCP conversations are sensitive. The brief: an integrated campaign that built recognition for the brand across every place the audience would meet it — without ever feeling clinical or coercive.
The brand idea
A little birdie told me.
A campaign line that worked across audiences. Conversational enough for consumer placements. Professional enough for HCP-facing material. Specific enough to anchor a multi-channel campaign without ever needing further explanation.
What I led
- Campaign messaging architecture — the through-line that let the same brand idea land on a banner ad, a conference panel, and a Pearson airport conveyor belt
- Banner ads + SEO/SEM — paid digital across the funnel, from awareness queries through HCP-facing landing pages
- HCP email campaign — bringing the campaign idea into clinical-decision moments
- Conference materials — booth copy, panel decks, and printed leave-behinds for HIV care conferences
- Out-of-home at Pearson Airport — conveyor-belt placements at arrivals and pillar wraps in the terminal, where international and domestic travelers physically can’t miss them
Why it matters
A single brand idea that holds shape across digital paid, owned channels, professional events, and large-scale physical out-of-home. The discipline transfers to any integrated campaign where the success metric is consistency of brand impression across the audience journey.