STRIKEFORCE Communications
Gilead Sciences, Inc.
“Press Play”
In communities most affected by HIV, people are now inspired to “Press Play” on their lives. They can get tested and move forward with confidence, be their true selves, and open up to new possibilities.
Because, after decades of disappointing efforts to mobilize people to get tested for HIV, Gilead’s “Press Play” turns the traditional take on testing upside down and makes it mean something much more.
By going beyond the traditional transactional approach (just knowing if someone is positive or negative), the target is now confronted with hope and optimism regardless of their status.
The campaign’s raw authenticity and forward-moving perspective clearly separate the work in the category. By leveraging members of the community in natural environments, “Press Play” forms meaningful connections and delivers a value-based proposition that’s truly motivating.
