ViiV Healthcare and Shutterstock Studios join forces to challenge outdated HIV perceptions

USA — In a world often clouded by misconceptions and stereotypes, ViiV Healthcare has taken a pioneering step to illuminate the lives of those living with HIV.

This pharmaceutical powerhouse, in partnership with Shutterstock Studios, introduced the “HIV in View” project back in 2020, and now, they’re pushing the boundaries even further to dispel myths and shatter the shackles of stigma associated with HIV.

The heart of this initiative lies in a captivating photography gallery featuring real individuals living with HIV.

These powerful images are available for free download on Shutterstock, facilitating their use in projects that aim to shed light on the lives of people affected by HIV.

Additionally, a compelling video, accessible through the Shutterstock platform, goes behind the scenes of the project, allowing viewers to hear directly from the individuals featured in the photographs as they discuss public perceptions and the misconceptions surrounding HIV.

The impetus for this intensified campaign stems from the unfortunate reality that stigma still looms large in the lives of those with HIV.

Shockingly, GLAAD’s recent annual stigma report revealed that a staggering 86% of Americans acknowledge the continued existence of HIV-related stigma.

But ViiV Healthcare is not stopping at images and videos. They have enlisted the voices of five remarkable individuals from different corners of the world who are living with HIV.

Among them is Doreen from Kenya, who was part of the original Shutterstock Studios portfolio and has shared her deeply personal HIV journey to confront the stigma head-on.

Among the new group of advocates, some are influential figures in the realm of social media. For instance, Victoria, a young mother from England, who received her HIV diagnosis during a nine-week ultrasound, is using TikTok videos to offer her followers an unfiltered view of life with HIV.

Her goal is to demystify concepts like “undetectable” status and provide insights into what HIV treatment entails.

The overarching aim of this initiative is twofold: to raise awareness and promote inclusivity for people living with HIV while also normalizing conversations about HIV by giving editorial control to the five content creators.

In the words of Kalpesh Joshi, Director of Corporate and Internal Communications at ViiV Healthcare, “Our mission is to ensure that these messages deeply resonate with their followers.”

ViiV Healthcare is no stranger to the HIV field, marketing a range of treatments, including Dovato, Juluca, and Triumeq, while also actively championing HIV prevention.

In this context, GSK Plc made a significant announcement in July when its HIV-focused unit, ViiV Healthcare, received a recommendation for marketing authorization from the European Medicines Agency’s human medicines committee for cabotegravir, available in both long-acting injectable and tablet forms.

Cabotegravir, when used in conjunction with safer sex practices, promises to revolutionize HIV prevention for high-risk adults and adolescents weighing at least 35 kilograms.

Remarkably, this medication, requiring administration as infrequently as six times a year, has demonstrated superior efficacy compared to the traditional daily oral PrEP option in reducing the risk of HIV.

Historically, PrEP for HIV prevention was only available in pill form, but GSK’s cabotegravir, marketed under the brand name Apretude, breaks new ground as the first non-pill option.

Currently approved in several countries, including the United States, Australia, Zimbabwe, South Africa, Malawi, Botswana, and Brazil, it represents a significant step forward in the fight against HIV.

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