We’ve all been there: a 2:00 AM “U Up?” text that wakes you out of a dead sleep. But before hitting send on that reply, Gilead Sciences suggests adding “U Up to Date?” on HIV testing to the conversation.
That’s the message behind the company's new “Up to Date” campaign, the latest awareness and education push expanding its Care for the Culture initiative. The initiative previously used the power of music and renowned R&B singer T-Boz to push toward its goal of destigmatizing HIV prevention and empowering Black communities, which have historically been disproportionately impacted by HIV.
In 2022, Black people accounted for 37% of estimated new HIV infections despite making up 12% of the overall U.S. population, according to the Centers for Disease Control and Prevention. When looking at new HIV diagnoses in women specifically, Black women represented 50% of new infections, reflecting a major health disparity within the 31,800 estimated new cases of HIV in the U.S. that year.
“We needed to make it relevant for them,” Deborah Wafer, Gilead’s EVP of public affairs, U.S. advocacy and health equity explained in a recent interview with Fierce Pharma Marketing, referring to HIV education in Black communities. “This campaign was really to meet people where they are and have a conversation that is not stigmatizing.”
To do so, Gilead leaned on influential voices alongside humor and culturally relevant language in the ad to showcase how to have conversations about HIV prevention while in the early stages of dating and relationships. The campaign’s tag line, “Up to Date,” comes into play when the women in the spot receives a 2:00 am “U up?” text, to which she replies, “Maybe, U up to date on your HIV testing like I am?”
Eventually, it’s revealed that her late-night suitor Michael is also up to date on his HIV testing, but not before the woman is put in the middle of a cheeky back-and-forth between two copies of comedian and podcast host Nicole Byers. The two Nicoles situate themselves on opposite sides of the bed to break down the importance of HIV testing and prevention in Black women through relatable, sex-friendly dialog.
“Did you know that nearly half of all new HIV diagnosis in women are Black women? That’s not just a stat, that’s personal,” one of the Nicoles, framed in green lighting, says to the woman in bed and the other Nicole, who is dressed in pink.
Meanwhile, on the other side of the text conversation, Michael is aided by a similar set-up of two versions of “Saturday Night Live” alum Devon Walker, who hype him up while reiterating the green flag of being up to date on HIV status.
“We love a man that comes correct! 'Cuz we stay proactive, and informed,” the Nicoles say before dissipating into clouds of pink and green smoke as the women gets ready for her 2:00 AM visitor. In the final shot of the ad, the woman grabs a condom before answering the door as viewers are prompted to visit Gilead’s Care for the Culture website to learn more.
Gilead worked with Atlanta-based creative agency Majority for the campaign and will run the ad on streaming services and channels including Tubi, Roku, BET, Urban One and Peacock, where it will air during "The Real Housewives of Atlanta."
“It’s one thing to create it, but it’s another thing if you don’t have it in the right spaces that people can actually hear what you’re trying to say,” Wafer explained of the strategic channels the campaign will be featured on.
The goal, for Gilead, is to spark more conversations about HIV testing throughout the community, which could manifest in providers having more patients coming in to discuss prevention options or in HIV cases going down, Wafer explained.
Evolving HIV messaging
As the maker of the first ever pre-exposure prophylaxis (PrEP) option back in 2012, Gilead has been on the forefront of HIV prevention and, in turn, HIV drug marketing since the beginning. With decades of experience and market research on the space shaping its expertise, the company has evolved its messaging beyond scientific-focused content to centering “authenticity” and directness, Wafer said.
“We need to be more direct and talk about sex and talk about prevention of HIV,” the executive said.
One way to do so is with “the right language” that younger generations can pick up on, she noted.
In “Up to Date,” it was key that the campaign highlighted “the voice of Black women” and took on a tone and atmosphere that evokes a familiar scene of “girlfriends talking to one another," Wafer explained.
Beyond that, the campaign makes a point to support “owning your sexuality” and personhood, something Byer highlights on her popular podcast "Why Won't You Date Me?" as well. The comedian is furthering the conversation through a special episode of her podcast focused on spreading the Care for the Culture initiative, in partnership with Gilead.
“We’re not talking about the 1990’s anymore," Wafer said. “We are talking about 2026, which is a long ways from when this epidemic first started and where we are right now.”
Gilead’s collection of HIV products including top-selling treatment Biktarvy, daily PrEP Descovy and most recently long-acting PrEP injection Yeztugo. In 2025, the company picked up $20.8 billion in HIV-specific sales, a 6% jump from 2024.