GILEAD TESTING IS FUNDAMENTAL

Testing Is Fundamental (TIF) Phase 2 reframed HIV testing by placing it directly inside culture, where Gen-Z already listens, watches, and talks. Launched on National HIV Testing Day, the campaign partnered with the Act Normal podcast to deliver empowerment-driven messaging that positioned testing as normal, confidential, and accessible.

Content was intentionally developed to target everyday people - from cisgender, transgender, and everything in between - by leveraging popular cultural nuances and authentic, non-clinical language that reflects how this community actually communicates. By meeting audiences on TikTok, Instagram, and YouTube, the campaign used trusted voices and culturally fluent language to break down stigma and misinformation. A 50-minute hero podcast episode anchored the rollout, supported by short-form “how-to” content, personalized guest cutdowns, and English and Spanish HIV at-home test explainers. Every asset was designed to feel native to the platform while clearly guiding audiences to free, private testing through HIVTestNow.com.

Rooted in a “look like me, speak like me” approach, TIF Phase 2 centered real community dialogue to create honesty, care, and clarity around sexual health. The strategy successfully reached a broad spectrum of Gen-Z audiences, helping shift perceptions and normalize testing as a routine act of self-care rather than a taboo moment.

The campaign delivered 574M total reach, 4.7M views, and $335K in earned media value, with a 4% engagement rate on the long-form content. By embedding HIV testing into everyday media habits, RanaVerse helped move testing from a moment of fear to a cultural norm, making it a habit, not a headline.