"So We PrEP”

R&B artist Tionne "T-Boz" Watkins partnered with Gilead Sciences to release "So We PrEP,” —a reimagined version of an iconic 90’s track, transformed into an anthem for Black joy, sexual empowerment, and HIV prevention.

"So We PrEP" is the centerpiece of Gilead's “Care for the Culture” a movement designed to spark honest, empowering conversations about sexual health in Black communities, where HIV's impact remains disproportionately high.

For more than 35 years, Gilead has been a leader in advancements in medicine for the treatment and prevention of HIV with a mission to end the HIV epidemic, for everyone, everywhere.

The campaign was developed in partnership with Majority, a Black-owned-and-operated Atlanta ad agency.

Why this story matters now:
· Only 14% of PrEP users are Black, despite the fact that Blacks account for 42% of new HIV diagnoses in the United States.
· 64% of PrEP users are white, but they represent just 25% of new HIV cases.
· Black women face staggering diagnoses and treatment disparities; they account for half of all new HIV diagnoses among women, but they represent only 13% of the U.S. female population.

“The campaign’s goal is to normalize the conversation around HIV prevention and PrEP,” said Asmirh Davis, Founding Partner & President, Majority. “In order to do that, the message has to break through to Black audiences. Creating ideas that disrupt culture in entertaining and unexpected ways is the approach we are known for, so partnering with Gilead and T-Boz, one of the most iconic R&B artists who is also known for using her music to deliver messages about safe sex practices, was the best way to introduce ‘Care for the Culture’ to the world.”