Janssen Symtuza Stay You Campaign

Print, digital, OOH
For J&J’s Janssen - Symtuza, we created a campaign that challenged the stigma often tied to HIV by reframing the narrative around identity, resilience, and selfhood. Too often, people living with HIV feel defined by their diagnosis.

Our idea: You don’t become the disease—you remain yourself.

The campaign, built around the empowering line “I’m Still Me,” celebrated the individuality of people living with HIV and the strength it takes to live fully on their own terms. Through real stories and powerful visuals, we showed that treatment with Symtuza helps people focus less on HIV and more on living their lives—whether that means being a parent, an artist, a partner, or simply themselves.

This work gave Symtuza more than a message—it gave the community a mantra: your diagnosis doesn’t erase your identity. We encouraged folks to “Stay You. Be _____ (Resilient, Bold, Brazen).”