Tionne “T-Boz” Watkins partnered with Gilead to launch “So We PrEP”—a reimagined model of an iconic 90’s observe, remodeled into an anthem for Black pleasure, sexual empowerment, and HIV prevention. WATCH: https://youtu.be/tfzxkfmWgoE
“So We PrEP” is the centerpiece of Gilead’s Take care of the Tradition marketing campaign (https://www.carefortheculture.com/), a motion designed to spark sincere, empowering conversations about sexual well being in [CITY]’s Black neighborhood, the place HIV’s impression stays disproportionately excessive.
Why this story issues now:
Solely 14% of PrEP customers are Black, regardless of Black individuals accounting for 42% of recent HIV diagnoses
In the meantime, 64% of PrEP customers are White, who symbolize simply 25% of recent instances
Black ladies face staggering disparities: they account for half of all new HIV diagnoses amongst ladies whereas comprising solely 13% of the U.S. feminine inhabitants
The marketing campaign challenges stigma and reframes HIV prevention as empowerment. By leveraging T-Boz’s cultural affect and a beloved basic, it meets communities the place they’re with a message of affection and reality.
[Photo: YouTube]
