The Australian launch of Truvada, a new HIV combination therapy drug, presented many challenges. HIV patients and their doctors were generally reluctant to change treatment plans. Through extensive consultation with cross-functional community groups, we developed the brand platform ‘Thrive’ with the positioning tagline ‘Don’t just survive – you can Thrive’. The brand expression used bold colours and typography, emotive photography and inspirational messages that appealed to the gay community whilst being ever mindful that all work produced had to comply with the Code. Communication channels included online, gay press, events, sex on-site-venues, surgery waiting rooms, gay visited bars and clubs and gay radio stations. The campaign was highly recognised, regarded and embraced by the gay community resulting in increased awareness of new HIV treatments.