Viracept is used with other HIV medications to help control HIV infection. It helps to decrease the amount of HIV in patients body so their immune system can work better. This lowers the chance of getting HIV complications (such as new infections, cancer) and improves quality of life. Viracept belongs to a class of drugs known as protease inhibitors.
Market research showed that HIV patients had been over promised relief from drug companies. The competitors advertising showed people doing sports and lifestyles that were not realistically possible for someone with HIV i.e that somehow the drugs would make them better. The truth was that treating HIV was a life long commitment. It will be hard work to stay on the medications but also dealing with the various side affects. Viracept wanted to do a campaign that showed they understood reality of living with HIV.
Original photography was used for the Viracept campaign. Using actual HIV patients and doctors in the Los Angeles area. The close up portraits in an outdoor setting added to the realistic feel of this campaign. Muted earth tone colors were used to soften the overall feel. Focus on a single individual word help set the message for the story. And then actual quotes were weaved into the headline.
Having the doctors thoughts and concerns swirl around the main headline on the cover helped to show that Viracept understands the issues with treating complicated issues when treating HIV. And that Viracept is a great way to maximize the future treat options for patients. 5 tabs lead to the sections that described benefits of using Viracept. The whole sales aid was printed on non-gloss paper that felt down to earth.