Post launch, Truvada for PrEP was having difficulty in helping physicians identify patients who could be at risk of getting HIV. A campaign was developed to tie a straight line between getting an STI and the possibility that it could have been HIV. This mini campaign was shot again with Marc Hom and used the same doorway framing as the launch concept to help maintain brand tonality.
At the same time the brand realized it could also market itself to an important demographic that may not be aware they are at risk of getting HIV: women. Often left out of the protection decision making process in a relationship, and/or unaware of their partner’s lifestyle choices, women could finally be empowered to take matter into their own hands.