GSK's Vi­iV Health­care takes Shut­ter­stock-part­nered cam­paign in new di­rec­tion

Vi­iV Health­care first teamed with Shut­ter­stock Stu­dios to of­fer a free pho­tog­ra­phy gallery of re­al peo­ple liv­ing with HIV back in 2020. Now, Vi­iV is ad­vanc­ing the “HIV in View” ef­fort on its own to con­tin­ue show­ing the re­al peo­ple be­hind the con­di­tion to dis­pel myths and un­der­mine neg­a­tive as­sump­tions about HIV.

GSK’s HIV sub­sidiary is step­ping up the ef­fort in part be­cause stig­ma is still ram­pant. 86% of Amer­i­cans agree there is still stig­ma around HIV, ac­cord­ing to GLAAD’s an­nu­al stig­ma re­port this year.

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