U.S. Department of Health & Human Services
Using artistic storytelling to flip the script on the stigma of living with HIV

Despite advancements in both the treatment of HIV and reductions in stigma surrounding a diagnosis, a care gap still exists among the communities who are the most affected. The U.S. Department of Health & Human Services, in partnership with prime contractor BETAH Associates, aimed to help to increase the rate of care uptake, specifically the use of viral suppression treatments, among people living with HIV.

We featured ten real stories of the triumph and challenges of starting, and continuing, care for HIV. Through antiretroviral therapy (ART), each of these individuals have reached an undetectable viral load (meaning the virus can’t be detected or transmitted), giving them the freedom to live life on their terms.

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Becoming Works of ART

Each campaign hero was transformed into a work of art that reflected their personal HIV care journey and showcased their passions beyond a diagnosis.


Powerful partnership

We partnered with multi-disciplinary artist Temi Coker, who used his signature visual style to to masterfully turn each hero into a distinct masterpiece—a living work of ART.


Promising futures

The campaign rolled out across video, print, and social media, featuring lives lived with HIV filled with potential and promise, all thanks to the brave decision to seek—and continue—care.


Expanding our reach

For Hispanic audiences, the campaign transformed into “Celebro Mi Salud” (I Celebrate My Health), emphatically reinforcing the message with stories that truly connected and elevated more voices.

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Any references to the Department of Health and Human Services or any other governmental organization, are included to identify the campaign and acknowledge the government’s funding. Such references are not intended to imply commercial endorsement of BETAH Associates or Brunet-García.