The Australian launch of Truvada, a new HIV combination therapy drug, presented many challenges. HIV patients and doctors alike were generally reluctant to change treatment plans. It was therefore imperative that Gilead had the endorsement of all relevant community groups in the delivery of any campaign of this nature. Through consultation with community stakeholders, we developed a campaign strategy to encourage patient-doctor dialogue around longer-term health treatment options. We then created the brand platform ‘Thrive’, which was launched through the gay media (press, magazine, online, radio) and gay events nationally with the aim to drive traffic to the ‘You Can Thrive’ website. The campaign was highly recognised, regarded and embraced by the gay community resulting in increased awareness of new HIV treatments.