GSK’s 'Dezembro Vermelho' (Red December) is more than an endomarketing awareness campaign, it’s a cinematic call to action against HIV stigma. Framed as a movie production, the initiative transforms employees into protagonists of their health journey through an immersive event blending education, storytelling, and interactive experiences.

Challenging bias required a bold approach. We crafted a film-inspired atmosphere: from pre-event teaser posters and a red-carpet entrance to immersive VR activations. Each element reinforced the campaign's concept: ‘Living is Protagonizing.’

The result was a campaign that turned statistics into stories, fear into empowerment, by using the emotional power of cinema. We didn’t just inform, we inspired a lasting shift in attitudes.

GSK’s 'Dezembro Vermelho' (Red December) is more than an endomarketing awareness campaign, it’s a cinematic call to action against HIV stigma. Framed as a movie production, the initiative transforms employees into protagonists of their health journey through an immersive event blending education, storytelling, and interactive experiences.

Challenging bias required a bold approach. We crafted a film-inspired atmosphere: from pre-event teaser posters and a red-carpet entrance to immersive VR activations. Each element reinforced the campaign's concept: ‘Living is Protagonizing.’

The result was a campaign that turned statistics into stories, fear into empowerment, by using the emotional power of cinema. We didn’t just inform, we inspired a lasting shift in attitudes.

GSK’s 'Dezembro Vermelho' (Red December) is more than an endomarketing awareness campaign, it’s a cinematic call to action against HIV stigma. Framed as a movie production, the initiative transforms employees into protagonists of their health journey through an immersive event blending education, storytelling, and interactive experiences.

Challenging bias required a bold approach. We crafted a film-inspired atmosphere: from pre-event teaser posters and a red-carpet entrance to immersive VR activations. Each element reinforced the campaign's concept: ‘Living is Protagonizing.’

The result was a campaign that turned statistics into stories, fear into empowerment, by using the emotional power of cinema. We didn’t just inform, we inspired a lasting shift in attitudes.

GSK’s 'Dezembro Vermelho' (Red December) is more than an endomarketing awareness campaign, it’s a cinematic call to action against HIV stigma. Framed as a movie production, the initiative transforms employees into protagonists of their health journey through an immersive event blending education, storytelling, and interactive experiences.

Challenging bias required a bold approach. We crafted a film-inspired atmosphere: from pre-event teaser posters and a red-carpet entrance to immersive VR activations. Each element reinforced the campaign's concept: ‘Living is Protagonizing.’

The result was a campaign that turned statistics into stories, fear into empowerment, by using the emotional power of cinema. We didn’t just inform, we inspired a lasting shift in attitudes.

GSK’s 'Dezembro Vermelho' (Red December) is more than an endomarketing awareness campaign, it’s a cinematic call to action against HIV stigma. Framed as a movie production, the initiative transforms employees into protagonists of their health journey through an immersive event blending education, storytelling, and interactive experiences.

Challenging bias required a bold approach. We crafted a film-inspired atmosphere: from pre-event teaser posters and a red-carpet entrance to immersive VR activations. Each element reinforced the campaign's concept: ‘Living is Protagonizing.’

The result was a campaign that turned statistics into stories, fear into empowerment, by using the emotional power of cinema. We didn’t just inform, we inspired a lasting shift in attitudes.