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In healthcare, there’s a common impasse facing those providing care and those receiving care.

Patients typically trust their doctors to take the lead on raising topics that should be discussed during a visit. 

Meanwhile, doctors facing a continual time crunch end up relying on patients to volunteer any concerns or frustrations with their treatments. 

ViiV Healthcare understands this push-and-pull dynamic all too well and sought out to do something about it.

“Both sides are waiting for the other person to initiate and take the lead in those deeper conversations, but because of that, those conversations just aren’t happening,” says Robin Gaitens, portfolio product communications director at ViiV.

In a bid to untangle this complicated, perpetual issue, the drugmaker launched its Navigating HIV campaign in collaboration with multimedia project {THE AND}. 

With Navigating HIV, ViiV set out to create a series of videos as a way to role model what more effective conversations could look like and should look like around the disease state, according to Gaitens. 

In each of the 10 videos in the series, those affected by HIV sit down with healthcare professionals (HCP) who specialize in HIV for conversations that quickly become personal and powerful. 

In some of the conversations, the two participants are meeting for the first time — in others, the pair have established relationships dating back years.

The 10 conversations are kicked off by questions created with The Skin Deep, a creator of games designed to encourage discussions that explore relationships. 

Examples below give a sense of how probing the conversations around HIV can be:

• “Who disappointed you the most on your journey with HIV and how do you feel about it now?” 
• “At what point in your HIV journey did you feel the most vulnerable and what did it teach you about caring for yourself?”

Gaitens says The Skin Deep’s considerable experience in this question-asking space guided the drugmaker in terms of what prompts worked well to elicit different responses.

“We obviously brought in the HIV expertise, so we knew the types of questions that people weren’t naturally bringing up or talking about,” Gaitens says. 

In one of the videos, an HIV advocate named Mercy says stigma is the thing that has surprised and disappointed her throughout her life. 

This painful recognition illustrates the ubiquitous reality behind all of the videos in the series — patients living with HIV endure a great deal on a daily basis.

To that end, a study conducted by ViiV found that three in four people living with HIV say there’s at least one issue they’re uncomfortable talking about with their doctor.

Gaitens points to addressing stigma as one of the common themes that runs through not just Navigating HIV, but much of the content that ViiV has created over the years. 

This includes Mother to Son, a portrait series of mothers and their sons living with HIV, as well as its various podcast series like Love in Gravity and Being Seen. 

Another common theme to much of ViiV’s content is a focus on putting individual faces on the realities of living with HIV. 

“We are always looking for ways to elevate the voices of the people in the HIV community,” Gaitens says. “We want to address some of the common misconceptions that people might have about what it’s like to live with HIV or to be on PrEP, and then we also we want to reduce stigma.”

Going forward, Gaitens says ViiV will continue to abide by these approaches in order to explore these topics and themes in their multimedia work. 

Thus far, the campaign has clearly resonated with viewers. 

The earliest videos in the series were posted four months ago and the numbers of views continue to grow as new videos are added.

At the end of 2024, the series had more than 25,000 views on YouTube and had been shared or reposted more than 1,700 times across corporate channels — making them some of ViiV’s most-watched videos to date. 

The most viewed video in the series — I Am More Than My Diagnosis — is also one that Gaitens points to as being especially powerful. 

In it, Virgil, who has been living with HIV for 11 years, sits down with Dr. Lance Okeke, an experienced infectious disease doctor. 

They met for the first time on the day of filming, Gaitens notes, but quickly bonded and opened up in order to be vulnerable with one another.

“That one in particular was very powerful,” Gaitens says. “I’m not surprised to see that it’s the one that is performing the best in the series.”

In addition to challenging stigma and providing a place where people with HIV and their experiences are represented, Gaitens sees the videos as playing another important role: empowerment. 

By uplifting people living with HIV through open, honest and more in-depth conversations with their care team, Gaitens says it will encourage HCPs to be more proactive and engage with the issues raised in these discussions. 

“The result will be a fuller appreciation that there may be aspects of people’s lives that are going unsaid,” Gaitens says.