Gilead Sciences is the world’s leading innovator and manufacturer of HIV treatment. When the Department of Health and Human Services recommended that patients start treatment when their T-cell count was 500 or below, the pharmaceutical pioneer asked RIESTER RX to elevate awareness of the new guidelines nationwide. In response, RIESTER RX created a treatment initiation campaign that was highly personal and created a sense of urgency around seeking treatment through the words and emotions of the patients’ loved ones.