HIV Vaccine Trials Network

HIV remains a major epidemic 40 years after its discovery, disproportionately affecting disadvantaged communities . In 2022, we developed a unique program to apply marketing innovations to find people who wanted to end the stigma and suffering of HIV by joining the research effort.

We developed a fully modular creative platform and media campaign that launched in May 2022 with adaptable messages, visuals, and outlets, driving people to the Red Ribbon Registry, an entire website where potential participants could learn more about HIV vaccine studies and enroll.

Our goal for the campaign was to enroll 2000 volunteers in the first year utilizing an innovative and research-driven marketing program — and we nearly doubled that number. In year two we dramatically increased the percentage of diverse volunteers. Science and marketing can propel us forward to help end HIV.