Thursday, August 6, 2026

ViiV Healthcare launches HIV prevention and treatment campaign

ViiV Healthcare introduced the new multichannel campaign “Do It For Future You” on 4 August 2026 in Durham, North Carolina. The company, majority owned by GSK with Shionogi as a shareholder, aims to encourage people to discuss sexual health and long-acting injectable HIV prevention and treatment options with healthcare providers.

The campaign is built around the idea that decisions made today can influence future health. It addresses people who may benefit from pre-exposure prophylaxis, as well as people living with HIV who are starting treatment, continuing care or reconnecting with services.

US HIV care gaps remain in focus

ViiV points to persistent gaps in HIV prevention and treatment in the United States. According to the company, more than 39,000 HIV diagnoses occur annually in the US. Only around 25% of people who could benefit from PrEP currently take it, while 31% of people living with HIV in the US have not achieved viral suppression.

The campaign positions long-acting injectable medicines as one possible way to support adherence and persistence in HIV care. ViiV highlights their relevance for people who find daily routines difficult or face stigma that may create barriers to consistent care.

Website and film anchor the initiative

The campaign uses connected, relatable stories and is anchored by the website ForFutureU.com. A hero film encourages audiences to prepare questions and initiate conversations with clinicians about available options.

Bithiah Lafontant, Head of Enterprise Communications at ViiV Healthcare, said the initiative is intended to show that choices in prevention and treatment can help people manage their health in ways that fit their lives. The campaign also points people toward practical questions around dosing, administration and what to expect from their medicine.

Marketing context

With “Do It For Future You,” ViiV combines disease awareness with education about prevention and treatment choices. For HIV communications, the campaign underscores the need to present medical innovation in accessible terms while keeping healthcare professionals central to individual decision-making.