Comedian Nicole Byer is partnering with Gilead Sciences to launch "Up to Date," a public health campaign aimed at reducing HIV stigma and increasing awareness within Black communities.
Addressing HIV Disparities in Black Communities
Gilead’s "Care for the Culture" initiative developed this campaign to normalize discussions around sexual health. Byer, who hosts the podcast Why Won’t You Date Me?, stated that the goal is to move past shame and stigma, emphasizing that being "grown enough to have sex" means being responsible enough to discuss HIV status and safety measures with partners.
Campaign Strategy and Outreach
Directed by Howard Grandison, the campaign features Byer in a dual role, portraying both the impulsive and the practical voices often present during romantic encounters. The content is designed to illustrate that prioritizing sexual safety does not have to be an awkward or anxiety-inducing process.
The campaign also includes actor and Saturday Night Live alum Devon Walker, who joins Byer to reach male audiences. The messaging across all spots highlights three consistent pillars of sexual health:
- Regular Testing: Normalizing the process to remove the anxiety associated with waiting for results.
- Open Communication: Encouraging partners to disclose their HIV status.
- Prevention Tools: Utilizing condoms and other protective measures as standard practices.
Public Health Impact
Byer’s involvement in the campaign followed collaboration with over 1,500 Black men and women who participated in focus groups to shape the messaging. According to Byer, the campaign aims to replace the fear surrounding HIV testing with a proactive approach.
The campaign positions sexual health as a component of personal agency. Byer’s advice to her audience remains consistent: if a partner refuses to engage in safer sex practices, prioritizing one’s own health is the necessary boundary to set.