In AdAge: PHM Driving Innovative Content Partnerships with ViiV Healthcare and RuPaul’s Drag Race

To authentically reach key audiences, ViiV Healthcare partnered with Paramount for a season-long partnership with RuPaul’s Drag Race. This first of its kind content partnership, focused on providing Pre-Exposure Prophylaxis (PrEP) options to those who would benefit, featured an in-person runway with Season 16 contestants, custom content from Season 15 winner Sasha Colby, “Whatcha’ PrEPin,” a bespoke interview segment aired during each episode and much more.

“W​​hen a brand inserts themselves into a beloved piece of entertainment or IP like this, they have to do it in a way that is providing value in exchange for the time that they’re asking of the audience,” said Jeff Fischer, EVP, Head of Content at PHM said of the integrated nature of the content.

Read more on this innovative partnership in AdAge.

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