Lil Nas X & Gilead’s COMPASS Initiative Put On A Show to End HIV Stigma
THE CHALLENGE:
Despite New Science, HIV Rates in Southern States Remain High
Through its COMPASS Initiative, Gilead Sciences Inc. has committed $100 million over 10 years to fight HIV stigma and provide critical resources to the Southern U.S., where rates of HIV/AIDS are increasing and deaths from AIDS remain prevalent. While grassroots efforts have shown powerful results, stigma and fear continue to slow progress. The COMPASS partners needed an attention-grabbing strategy to raise awareness and educate the public.
THE SOLUTION:
Partner with Superstart Lil Nas X to Educate Gen Z on HIV
Artemis developed a campaign that leveraged music and celebrity to highlight frontline efforts to combat HIV and end stigma. The agency enlisted hip-hop star, LGBTQ+ advocate and Georgia native Lil Nas X to act as the campaign’s Creative Director. To launch the partnership, Lil NAs X featured Madrequs Harris of the Southern AIDS Coalition in his MTV Video Music Awards performance. Lil Nas X also created a registry for the release of his album Montero, dedicating each song to a charity within the COMPASS program and encouraging fans to donate to these nonprofits.
