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 consultation with cross-functional community groups, we developed the brand platform ‘Thrive’. The digital media included a series of online banners to drive visitors to thrive.com. We designed the thrive.com website to be the Truvada informational portal highlighting new long-term therapies for HIV patients. Backed by the gay community, all online content was bold and inspirational featuring real testimonials to be relevant and motivate patients to engage in a dialogue with their treating doctors. The campaign was highly recognised, regarded and accepted in the gay community resulting in increased awareness of new HIV treatments.