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Today HIV is a manageable long-term condition and people living with the virus can lead full and healthy lives thanks to advances in treatment.

However, stigma and discrimination continue to hamper HIV prevention efforts and have a major impact on people living with the virus.

To reposition HIV in the minds of the general public, a 12ft tall, 24m wide typographic stunt depicting the letters ‘HIV’ made from over 3,500 plants and flowers was placed in Manchester City Centre.

The installation represented HIV in a way that was unexpected.
In stark contrast to the tombstone ads of the 80s, the letters were alive, growing and thriving – in the same way that someone with HIV can be.

The campaign achieved a total reach of over 6 million across social media, broadcast, print and online press, breaking all ViiV healthcare records. #HIVHasChanged continues to see uptake in separate public HIV campaigns and personal posts.