AbbVie engaged Continuum Clinical to name, brand, and market their upcoming clinical trial for HIV/AIDS. The compound being studied was a monoclonal antibody and required the trial participants to temporarily stop their ART (antiretroviral therapy). As a result, the messaging around this clinical trial had to be extremely clear in a way that was sensitive to the audience. These would be people with a undetectable viral load and the trial asks them to stop the therapy that got them there. We were able to balance information, inspiration, and sensitivity to get our concept across the line for AbbVie.