Creative agency Majority has launched “Up to Date,” a 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 is part of Gilead’s broader Care For The Culture platform that will run across online video, social media, streaming and linear audio, digital display, experiential activations and streaming video. The campaign will appear across platforms including YouTube, Instagram, TikTok, Reddit, Snapchat, Peacock, Tubi, NBCUniversal, iHeartMedia, Complex, BET, Essence and Ebony.

At the center of the campaign is this film--directed by Howard Grandison via Honor Society--that follows a Black woman as she considers a potential hookup, balancing attraction with the responsibility of protecting her health. Throughout the story, her internal dialogue guides her through questions about HIV, prevention options and self-advocacy. The creative extends through a series of shorter films, social content, audio, digital display and podcast integrations.

Byer and Walker serve as the woman’s competing inner voices, bringing humor and personality to the conversation as she works through questions around desire, prevention and self-care.

The campaign addresses a longstanding challenge: Although Black women continue to be disproportionately impacted by HIV, they are often underrepresented in public health messaging. According to Gilead, systemic inequities, barriers to care, HIV stigma and gaps between perceived and actual risk can make prevention feel distant, clinical or intended for someone... Read More