Vi­iV boosts HIV pre­ven­tion mes­sag­ing with cam­paigns, celebri­ty spokes­peo­ple and frank con­ver­sa­tions

Vi­iV Health­care is dou­bling down on HIV pre­ven­tion. The HIV spe­cial­ist ma­jor­i­ty owned by GSK is launch­ing a brand­ed Apre­tude pre-ex­po­sure pro­phy­lax­is (PrEP) cam­paign with celebri­ty host Karamo Brown, along with two con­cur­rent un­brand­ed ini­tia­tives.

Brown, one of the pop­u­lar “Queer Eye” re­al­i­ty stars and host of his own up­com­ing talk show “Karamo,” opens up the con­ver­sa­tion about sex pos­i­tiv­i­ty in the new cam­paign video on the Apre­tude web­site. The “Peo­ple Talk PrEP” se­ries dis­cuss­es sex, stig­ma and the new bi­month­ly HIV pre­ven­ta­tive with four peo­ple who are all tak­ing PrEP med­ica­tions.

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