Category H01 . Regulated
Idea Creation HAVAS LYNX Manchester, UNITED KINGDOM
Production HAVAS LYNX Manchester, UNITED KINGDOM
Name Company Position
Tom Richards Havas Lynx Group Chief Creative Officer
Emma Coates Havas Lynx Group Copywriter
Joe Sayer Havas Lynx Group Creative
Ollie Hirst Havas Lynx Group Creative
Laura Parsons Havas Lynx Group Group Account Director
Fliss Barber Havas Lynx Group Account Director
Rob Wills RSA Films Producer
Jamie Delaney RSA Films Director

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

As this was patient awareness focussed, we didn’t talk of any available treatments (as per UK restrictions)

Describe the target audience and why your work is relevant to them. Pharma audience types:

Aimed at people living with HIV, we communicated the benefits of Undetectable = Untransmittable - and what this means in their everyday lives. We gained a true understanding and insight into the management, development and impact it has and what U=U truly means to those living with HIV.

Write a short summary of what happens in the film

We see various people, from different backgrounds, of different ages and races, simply getting on with their lives. Because now, if you have HIV, you can do just that. Once you’ve reached undetectable viral levels with effective treatment, you can live your life, day to day, without the worry of passing on HIV to anyone else. Peace of mind for those living with HIV, because now, it’s just living

Cultural/Context information for the jury

The U=U statement is ground-breaking news for people living with the condition For the first time, with medical evidence, we can say that you cannot pass the virus onto anyone else if your viral load is undetectable For those living in the UK and with past stigma and discrimination harking back to the 80s associated with HIV, this info gives people peace of mind at last.