GlaxoSmithKline’s ViiV Healthcare launched its first campaign for new two-in-one HIV pill Dovato with real patients who want to be seen for who they are, not just their diagnosis.
The “Everything That I Am†campaign includes a TV ad with patient LáDeia who talks about her career, charity work and new home. “So much goes into who I am,†she says—and HIV medication is just one part.
The brand's three other ambassadors—Alphonso, Kalvin and Leo—tell their stories online along with LáDeia on the Dovato website. Along with TV, print and digital promotions, the ambassadors are embarking on a national speaking tour with stops at local patient and HIV service organizations
