CNN Create Brand Studio's ViiV Healthcare Campaign Shortlisted at M&M Global Awards

CNN Create Brand Studio's campaign for ViiV Healthcare, 'Making HIV History: Reaching an HIV-free Generation,' has been shortlisted for Best International Media Campaign created in the UK at the M&M Global Awards.

The branded content work, produced by CNN's in-house brand studio for ViiV Healthcare, moved into its second phase in 2025. That phase shifted focus to spotlighting the voices of people living with HIV, building on the campaign's original mandate to advance progress toward an HIV-free generation.

ViiV Healthcare, a specialist HIV company, has used the campaign to pair its public health messaging with editorial-style storytelling. This format has become a core offering in CNN Create Brand Studio's partnerships with ViiV Healthcare and other advertisers across major media outlets. CNN Create Brand Studio confirmed the shortlist news via its LinkedIn showcase page on August 27, 2026.

The M&M Global Awards recognize media, marketing, and advertising work on an international scale. The Best International Media Campaign created in the UK category evaluates work produced domestically for global reach. A shortlist places the ViiV Healthcare campaign among the finalists under consideration for the win.

This marks a continued run for CNN Create Brand Studio's relationship with ViiV Healthcare, which has now spanned multiple campaign phases since its initial launch. Phase two's emphasis on first-person testimony from people living with HIV represents a shift in creative direction, moving from broad awareness messaging toward individual narrative.

CNN Create Brand Studio operates as the network's dedicated branded content arm, producing sponsored editorial and video work for advertisers seeking placement within CNN's content offering. The studio's involvement in ViiV Healthcare advertising reflects a broader trend of pharmaceutical and healthcare brands partnering with news organizations' branded content divisions for campaigns tied to public health issues.

The M&M Global Awards ceremony will determine the final winner in the category. No date for the announcement was specified in the source posting.