Client: Abbott Virology
In 2010, US Treatment Guidelines identified lopinavir/ritonavir as the preferred protease inhibitor for the treatment of HIV-Infected women during pregnancy. The result was a change in direction for Abbott’s Australian marketing and sales team and Leo Creative was engaged to developed materials to communicate these influential guidelines.
The product’s existing campaign ‘look & feel’ was rejected, with the project brief requiring a visually distinctive approach to clearly identify a narrower patient group. Evocative black & white photography was used to communicate the physical and emotional journey of pregnancy for HIV-infected women.