Gilead adds more patient representation in next phase of HIV med Biktarvy campaign
Gilead Sciences is expanding its real patient roster in the newest Biktarvy ad campaign, adding seven people to the original group of six.
The evolution of the “Keep Being You” campaign for the HIV medicine also includes a new red label appearing alongside each person, noting their name and that they are “undetectable on Biktarvy.”
The campaign first debuted in 2020, with the newest effort resulting from several different tests around how to keep moving the campaign forward, said Nik Johnson, Gilead senior director, HIV marketing.
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