HIV Ireland and VidMob receive prestigious international marketing prize for online HIV campaign


Press Release – For immediate release

HIV Ireland is delighted to announce that, together with VidMob, it was named winner of a prestigious international marketing award at The Drum Awards for Marketing (EMEA) 2023. The prize was awarded to the two organisations at The Drum Lab in London for their online social media campaign to highlight HIV Ireland’s National Peer Support Programme for people living with HIV.

The campaign aimed to raise awareness of HIV Ireland’s National Peer Support Programme, an initiative to connect people living with HIV, particularly those newly diagnosed, with trained peer volunteers also living with HIV, who offer advice and support.

The campaign was run on multiple social media platforms in 2022 using images from HIV Ireland’s portrait exhibition, entitled ‘Living’, of people living with HIV in Ireland.

Speaking following the announcement, HIV Ireland’s Policy and Organisational Development Manager Pia Janning said “A key aim of the campaign was to increase engagement with the service, particularly outside of Dublin. The outcome of the campaign far exceeded our expectations resulting in an overall 139% increase in programme engagement compared to the initial project target of 42%.”

“Behind every statistic is a person in need of support,” continued Ms Janning, “and we are delighted that our campaign has reached so many people.”

Reflecting on the partnership with VidMob, Stephen O’Hare, Executive Director of HIV Ireland, said “Our collaboration provided a level of expertise and creative intelligence that is not readily available to charitable organisations, like HIV Ireland.”

VidMob is the leading creative effectiveness platform, delivering powerful creative insights that result in meaningful business impact. It donates over 1% annually to fund pro bono creative projects for nonprofits and engages creative professionals who generously donate their time and skills to support charitable causes in need of creative work.

Reflecting on the win, VidMob Gives Executive Director Burr Purnell said “we are honoured that HIV Ireland is being recognised for their effective campaign to provide support for people living with HIV. The VidMob Foundation was created to harness VidMob’s creative effectiveness capabilities for good, providing pro-bono capabilities to incredible organizations like HIV Ireland. Winning the award from The Drum highlights the value of this work and how we can do more good when we work together.”


Notes for Editors

For interview and comment please contact: Stephen O’Hare, Executive Director, Tel: 0857112635 Email:

More information about HIV Ireland is available at

More information about Vid Mob and Vid Mob Gives is available at:

More information about The Drum and The Drum Marketing Awards EMEA is available at: