Paramount Breaking Barriers: ViiV’s PrEP Push page

Advertising

Breaking Barriers: ViiV’s PrEP Push

by Paramount Advertising

 

 

You Better Werk it, Brands!

The conversation surrounding best practices for marketing to the LGBTQ+ community and the fear of brand missteps highlights important questions around how brands can genuinely embrace inclusivity in their marketing. Brands need to extend audience and consumer trust outside high-profile moments like Pride Month and foster meaningful connections with the LGBTQ+ community year-round. RuPaul’s Drag Race, a cultural touchstone for 16 seasons, is a powerful platform for celebrating the LGBTQ+ community, educating viewers on critical issues and an opportunity for brands to forge meaningful and resonant brand partnerships around the LGBTQ+ community. 

At the Intersection of Entertainment and Education

ViiV Healthcare teamed up with Paramount and RuPaul’s Drag Race Season 16 to disrupt traditional pharma advertising. The goal? To create a cultural connection that breaks down the stigma surrounding HIV PrEP, a crucial tool for prevention and ultimately improving health outcomes within the queer community.

 

PrEP on the Runway

ViiV Healthcare broke new ground with a season-long, first-of-its-kind content partnership that highlighted their PrEP options. The comprehensive 360 program featured the biggest premiere event and first ever Drag Race fashion show in franchise herstory, custom content featuring Season 15 winner Sasha Colby and a bespoke interview segment with judge Michelle Visage that aired during each episode.  

 

Sashay to Success

The ViiV Healthcare and RuPaul’s Drag Race partnership surpassed benchmarks across all key brand metrics. The campaign significantly boosted category association, brand awareness, ad recall and brand opinion. Notably, 9 out of 10 viewers acknowledged the show’s positive impact on promoting ViiV Healthcare. The campaign’s success was further amplified by the strategic placement of commercials for Apretude, the company’s PrEP brand which saw triple-digit lifts in brand awareness and double- digit lifts in brand opinion.

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