With the darkish shadow of the AIDS disaster fading into reminiscence, the HIV prevention remedy PrEP was getting unfairly stigmatized, even inside elements of the homosexual group. With damaging narratives that counsel the remedy is just for promiscuous individuals gaining traction, conventional public well being messaging wasn’t reducing it. So as an alternative of going scientific, drugmaker Gilead and Initiative New York went actual.
“Sniffies Cruising Confessions” was a 13-episode podcast created in partnership with homosexual hookup app Sniffies and iHeart Media. The sequence took a daring, sex-positive stance in discussing homosexual males’s lives, created throughout the group and designed to disrupt the narrative round PrEP with unbranded messaging. The podcast format additionally allowed listeners to interact intimately and privately, free from judgment and stigma; it in the end was streamed over 500,000 occasions, with greater than 300,000 downloads and 124 million impressions. Most significantly, 82% of hesitant listeners mentioned they’d now speak to their physician about PrEP. It turned Gilead’s most profitable PrEP marketing campaign in a decade, with the drugmaker already planning two extra seasons.
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