During the earlier years of HIV therapy, it was difficult to balance both success in treatment and the comfort of patients. Disruption in the lives of patients was common as drug side effects were abundant. Not so in the case with Viracept. It’s low side effect profile allowed patients to live their lives with less restrictions and more freedom.
Although I would execute this ad differently today, it represents a role in a significant product launch at an early stage in my career. The campaign also had a domino effect with competitors in the market as they quickly followed suite to visually display a healthier more active patient lifestyle.