1-800-AHORITA: Turning “Ahorita” Into a Call to Action for HIV Prevention

1-800-AHORITA: Turning “Ahorita” Into a Call to Action for HIV Prevention
Created by Atlanta-based agency Majority as part of Gilead Sciences’ Care for the Culture platform, the “Ahorita Mismo” campaign turns a familiar Spanish expression and piece of Latino culture into something unexpected: a content series and hotline designed to make HIV awareness feel less intimidating and a lot more approachable. For many, “ahorita” can mean right now, later, or whenever we get around to it. It’s a way to keep things light and take the pressure off. But when it comes to HIV prevention, “ahorita” can delay action when timing matters.

The campaign reaches Latino men through humor, personality and culturally recognizable conversations. Led by Eric Sedeño and Boman Martinez-Reid, the campaign taps two distinctive comedic voices with deep connections to digital culture to make conversations about HIV testing and prevention feel natural. Sedeño, a comedian, actor, and content creator, was named to Forbes’ 30 Under 30 Social Media list and featured on TIME’s 2026 TIME100 Creators list. Martinez-Reid, known for his viral character-driven comedy and celebrity parodies, has built a devoted following and expanded his work into television, acting, and entertainment coverage, bringing his signature high-energy personality to the campaign.

“I think the great part about this campaign,” says Boman, “is that we’re taking such a heavy topic and making it very light and conversational.”

“It’s a form of self-care,” Eric adds. “I have a community around me that gets tested for HIV regularly. It got normalized through my friend group, but some people don’t have that. It’s nice that this video series can be that for them. It’s a reminder that now is the time.”

Latino communities continue to be disproportionately affected by HIV. In 2024, Hispanic/Latino people accounted for 34% of new HIV diagnoses, despite making up only about 19% of the U.S. population. At the same time, scientific innovation in HIV prevention has never offered more options, with choices ranging from daily oral medications to long-acting injectables.

So what if we stopped treating HIV prevention as something that can wait? That’s what “Ahorita Mismo” is all about.

“‘Ahorita’ is a uniquely Spanish word that epitomizes a universal human truth—we all find reasons to put things off,” says Jorge Hernandez, CMO at Majority. “With ‘Ahorita Mismo,’ we emphasized the urgency for HIV prevention and leveraged humor to make it into a conversation you actually want to have.”

The films, social content, and 1-800-AHORITA hotline all tap into the same cultural truth: we’re really good at saying “ahorita.” “Ahorita Mismo” shifts that familiar mindset from “not now” to “right now”—turning HIV prevention from something we can put off into something worth acting on today.

“At Gilead, we know culture can be a powerful catalyst for health conversations. ‘Ahorita Mismo’ takes a familiar Latino cultural expression and reimagines it as a call to action, encouraging people to learn about HIV testing and prevention options today. By partnering with trusted voices and culturally relevant storytelling, we hope to spark conversations that move people from awareness to action and empower them to talk to their healthcare providers to explore HIV prevention options, oral or injectables, that may be right for them,” said Manny Rodriguez, Director, U.S. HIV Communications & Public Affairs, Gilead Sciences.