ViiV Healthcare

Risk to Reasons Campaign and Communication Guidelines

ViiV first launched Risk to Reasons in the US, where communities and partners emphasised the need to reframe risk when we're speaking about HIV, specifically how it resonates for Black women.

In the UK, there's a need to reframe risk for women and healthcare providers, because of the stigmas and harmful language that are ever-present in a world full of misinformation. We ran workshops where we heard from clinicians, advocates, experts, and researchers, and discussed reframing messages to make a positive impact. I worked with ViiV and collaborators to ensure the content felt authentic and to develop dissemination tactics.

We Won’t Stop campaign refresh

We focused on people, partnerships and innovation, all backed by what they're actually doing to make HIV history. Shaping the messaging with bold, confident language that resonates with the public, providers, scientists and community, from "We're giving it all we got" to inspiring, action-oriented statements that encourage engagement and participation.