Gilead Sciences: In the Deep

Gilead Sciences, and US biopharmaceutical company that focusses on the treatment of HIV/AIDS, developed a podcast-based campaign that encouraged US minority communities to seek an HIV screening, generating 100m impressions and prompting over 48,000 African American and Latinx men to complete an HIV screening.

Initiative partnered with Gilead to create a unique custom podcast called In the Deep that dived into the challenges surrounding HIV in the South.

We used the privacy audio affords and the one-to-one storytelling dynamic inherent in podcasting to create a safe environment for our audience to engage in. The solution allowed our audience to interact with shared stories and others’ experiences with HIV, as told by members of their communities.

We worked with Gilead to identify the top 11 Southern markets with low HIV testing rates among the Black and Latinx communities and tasked iHeart with bringing the Gilead-sponsored...

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