Gilead Launches Ahorita Mismo HIV Prevention Campaign

The new initiative uses digital creators to increase HIV awareness and education within Hispanic and Latino communities.

Updated on Oct. 15, 2026 in Hispanic

Bold vector illustration of a vibrant telephone handset surrounded by abstract colorful geometric shapes, representing approachable public health communication. — Gilead Sciences has introduced the Ahorita Mismo campaign, leveraging digital influencers to improve HIV prevention education and access to care nationally. AI Illustration. Upload story photo >

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Gilead Sciences has launched the Ahorita Mismo campaign, an effort to boost HIV prevention education across the United States. The program utilizes humor and culturally grounded storytelling to address gaps in testing and access to care.

Why it matters

The campaign aims to reduce ongoing disparities and stigma surrounding HIV, which disproportionately affect minority populations. By meeting audiences where they are, the initiative seeks to drive better health outcomes and bridge access to information.

Hispanic and Latino individuals accounted for 34% of new U.S. HIV diagnoses in 2024 despite making up 19% of the population. Gilead Sciences reported $20.8 billion in HIV-specific sales for 2025.

The players

Gilead Sciences

This American biopharmaceutical company is a major manufacturer of HIV and viral hepatitis medications.

Eric Sedeño

He is a prominent digital creator and social media influencer featured in the new campaign.

Boman Martinez-Reid

He is a well-known digital content creator who joins the campaign to discuss HIV prevention.

The details

Featuring digital creators Eric Sedeño and Boman Martinez-Reid, the advertisements use a fictional hotline to normalize conversations about dating, testing, and prevention. The effort builds on the company's long-standing role in the space, which began with the 2012 release of the first pre-exposure prophylaxis option.

2012: Gilead released its first pre-exposure prophylaxis drug.
2022: Seven out of ten new HIV infections occurred in Black and Latino communities.
2024: Hispanic and Latino individuals made up 34% of new HIV diagnoses.
2025: Gilead recorded $20.8 billion in HIV-specific sales.
October 15, 2026: Gilead launched the Ahorita Mismo campaign.

Culture Shift

The Ahorita Mismo campaign follows the pattern set by organizations using National Latino AIDS Awareness Day to align public health messaging with advocacy milestones. It reflects a shift toward digital-first, culturally competent health education that replaces traditional, sterile clinical outreach.

Readers can expect to see these advertisements across digital platforms, which may influence daily routines by encouraging more frequent HIV testing and open conversations about health. The initiative provides tools for individuals to better navigate dating and sexual health decisions in their personal lives.

The takeaway

Public health initiatives increasingly rely on creators to translate complex medical information into accessible, relatable content. Proactive engagement with testing remains a vital personal step for those living in communities where HIV prevalence rates are significantly elevated.