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The Challenge

HIV is not typically considered to be a laughing matter, but it’s no longer a death sentence, either. The important thing is getting tested, especially if you’re in a high risk group – and, critically, if you’re living in a state that has one of the highest rates of HIV infection in the country.

The Solution

To overcome the awkwardness of HIV-prevention health messaging and the taboo topics associated with it, we worked with rising comedian Rita Brent to tackle the hyper-sensitive issue, reinforce the importance of getting tested, and discuss methods to prevent transmission (condoms) – all within the context of a 30-minute comedy show.

The stand-up comedy promotion received over 120,000 views from within Mississippi, and logged an amazing average watch time of 18 minutes.

Views in Mississippi

Average Watch Time

Overall, MWB’s HIV awareness building projects have contributed to a successful public health advocacy program that has decreased the number of people living with undiagnosed HIV in the state by 33% since 2012.