Pharma Gets Fierce

Get PrEPed for the RuVolution!

By Bari Zibrak, VP, Paramount Brand Studio

As the only pharmaceutical company fully dedicated to those affected by HIV and AIDS, ViiV Healthcare wanted to promote PrEP as an effective way to prevent HIV and support members of the LGBTQ community who would benefit from it.

In the complex Pharma category, how do you build a content-driven campaign that connects authentically with the audience? 

You build a first-of-its-kind event to anchor a 360 program that can only be driven by a Paramount Brand Studio, Publicis Health Media, and ViiV Healthcare strategic collaboration. By creating a cultural moment, finding the right voice, and embracing the audience, we were able to drive meaningful awareness and showcase our shared commitment to this community.

Create a cultural moment

As a disruptive kickoff to fashion weeks worldwide, we created RuPaul's Drag Race’s first-ever fashion show to bring visibility to the artistry of drag and celebrate underrepresented voices in the LGBTQ community. 

Leading up to the Season 16 Premiere, this fans-first, invite-only event hosted by Drag Race judge extraordinaire Michelle Visage featured all 14 competing Queens walking the runway in exclusive looks, giving fans unprecedented in-person access to the new cast. Each look got a “‘Prepped By”’ shout-out on the big screen to highlight the diverse teams that contributed to each design.

The event brought together 30 current and past Queens marking the first time this many alumni had ever been in a room together. Press, influencers, and talent like Ross Matthews, Justina Valentine, Ronan Farrow, Cody Rigsby, Erin Lichy from RHONY, and more attended. An interactive photoactivation, enabling fans to walk the branded runway, delivered added value as highly stylized social assets garnered impressions as talent shared on their owned channels.

Fashion and the “PrEPped” theme were our north stars for all the creative Paramount Brand Studio produced – from branded content with Sasha Colby to our “Whatcha PrEPin” series with Michelle Visage who interviewed each Queen about how they “‘prepared” for the new season. We can’t forget about the social first content, custom press box mailers, talent amplification across platforms, and a glossy lookbook featuring all 14 Queens from the runway.

Align with the right voice

At Paramount, we have an array of brands making hits across various genres for diverse audiences. Utilizing the right brand voice as a megaphone for a marketing partner is critical to ensuring that the partnership is effective and authentic to the fans. 

RuPaul’s Drag Race is a cultural phenomenon that has played an instrumental role in creating global love and acceptance in the LGBTQ community.

"Our partnership with MTV and RuPaul’s Drag Race is a perfect fit for ViiV. It’s an opportunity to introduce HIV prevention into the rich conversation that already occurs around the show,” said Bithiah Lafontant, Director of Corporate Communications, ViiV Healthcare.

Embrace your audience

We know that all across our brands, representation matters. It goes beyond our programming and into the marketing, according to our latest study, “Industry in Progress,” 

73% of consumers say diversity, equality and inclusion are important in advertising – and it forges a deep emotional connection that’s critical to engagement.

82% imagine better outcomes for themselves when represented well in advertising. And with shows like RuPaul’s Drag Race, we’re able to celebrate the power of inclusion and shine a light on underrepresented voices.

ViiV has a long history of connecting with cultural programs as a way to address HIV stigma, increase awareness of HIV prevention and treatment, and support those impacted by HIV/AIDS.

This partnership did just that and more. By anchoring our strategy around Drag Race’s Season 16 premiere, we were able to build off of fan excitement and create an exclusive one-of-a-kind campaign for maximum cultural impact.