Get tailored for your treatment.

With HIV treatment plans, no one size fits all. Through their I Design HIV education campaign, Merck & Co. has been helping empower people living with HIV to work with their doctors to tailor an approach to their treatment plan.

Cohn & Wolfe NY, together with I Design campaign spokesperson Mondo Guerra, fashion designer and winner of Project Runway All Stars Season 1, created a one-of-a-kind fashion piece – a striking, brightly patterned coat – to spark a conversation and dramatise the importance of individualised care in HIV management. The coat was symbolically made from colourful canvases hand-printed by the HIV community during the United States Conference on AIDS.

The campaign featured an interactive platform and invited the public to virtually unveil the community-printed coat by taking a pledge on the website in the period leading up to World AIDS Day. Every pledge to take action unveiled a portion of the fashion item.

Through the innovative digital unveiling concept, strategic media relations and social engagement, the programme reached more than 184 million people with campaign messages, driving the highest-ever traffic to the I Design site.