GILEAD SCIENCES & JENNIFER HUDSON PARTNER TO FIGHT HIV/AIDS STIGMA
THE CHALLENGE:
Despite advances in prevention and treatment, HIV/AIDS continues to carry a stigma, particularly in communities of color. That stigma can result in people being afraid to learn their HIV status and treat illness. As Gilead Sciences, Inc. is the top HIV-related funder of BIPOC communities in the U.S., it constantly strives to educate new BIPOC audiences about advances in HIV management and encourage testing.
THE SOLUTION:
In honor of World AIDS Day, The Artemis Agency facilitated a partnership between Gilead Sciences and The Jennifer Hudson Show. The partnership was designed to fight against the HIV/AIDS stigma in communities of color and encourage viewers to learn their HIV status. The programming featured interviews with people on the front lines of the fight against HIV/AIDS stigmas and myriad mentions of Gilead and its work.
Results:
Episode nominated for a GLAAD award
820K television views
1.1M social media impressions
$310K in added value, including additional TV segments and digital media exclusives
Spike in Gilead social media engagement:
1MM video views
1MM social media impressions
200+ incidents of social engagement