Recent scientific breakthroughs mean that AIDS-related issues have lost their urgency in public and scientific perception. Increasingly it is perceived as a chronic condition that people live with, rather than die from. Young medical practitioners are choosing to focus on other, new and more urgent global healthcare challenges. 

To further its growth, IAS asked us to develop a new identity, communication platform and membership strategy that would raise its profile within the HIV medical community.


Speaking to IAS senior leaders, current and past Society Presidents, a Nobel Prize winning scientist and many active members, we discovered that at the heart of the IAS brand there is a deeply personal, human element of its work.

We were told of numerous real life stories about HIV medical professionals and their patients who faced public resentment, prejudice, rejection and often prosecution for their association with the disease.

They admitted that, although in recent years the global AIDS-related mortality rates have decreased, the personal and societal impact of HIV remained, with millions of its patients still experiencing social discrimination, poverty and injustice. In the developing world the impact is growing.