MTV GYT

Issue: Gilead Sciences, Inc. wanted to develop a strategy to reach young people with the important message about getting tested for STDs, including HIV.

Strategy: GA approached MTV and their GYT (Get Yourself Tested) campaign to discuss the opportunity for a partnership. Using April as National STD Awareness Month as the primary hook for the campaign, the GA team worked with MTV to develop new creative tools to reach young audiences, including a Facebook-focused campus challenge, celebrity videos and a new mobile app for the Pos or Not online game.

Results: The April campaign was such a success in terms of online visitors and viewer participation in sweepstakes and texting campaigns, the team extended the efforts into May. Surrounding National HIV Testing Day, the GYT team developed and executed a testing campaign in 13 cities around the country, promoting free HIV tests and local activities, all encouraging young people to know their status.