Created by Atlanta-based agency Majority as part of Gilead Sciences’ Care for the Culture platform, the “Ahorita Mismo” campaign turns a familiar Spanish expression and piece of Latino culture into something unexpected: a content series and hotline designed to make HIV awareness feel less intimidating and a lot more approachable. For many, “ahorita” can mean […]
Creative agency Majority has launched “Up to Date,” a new campaign for Gilead Sciences’ Care For The Culture platform starring comedian-actors Nicole Byer and Devon Walker. The campaign aims to make HIV prevention feel more personal, relevant and actionable for Black women by meeting them in authentic moments of dating, intimacy and self-advocacy. The work […]
R&B artist Tionne “T-Boz” Watkins partnered with Gilead Sciences to release “So We PrEP”, —a reimagined version of an iconic 90’s track, transformed into an anthem for Black joy, sexual empowerment, and HIV prevention. “So We PrEP” is the centerpiece of Gilead’s “Care for the Culture” a movement designed to spark honest, empowering conversations about sexual health in Black […]