To ignite interest and fandom for Max Original It’s a Sin, we set out to spotlight historical media misinformation regarding HIV/AIDS while raising awareness about the ongoing epidemic and fostering informed dialogue.
We created shareable graphics that incorporated real headlines from the 1980s that used stigmatizing language (“Prevent HIV, Avoid Sharing Food,” “Homosexual Disorder”). Fifty influencers synchronized their posts, each sharing one of our neon pink graphics, each featuring a unique headline along with contextual captions. For every post shared, HBO Max pledged a $1,000 donation to Prevention Access, a charity offering vital information to those affected by HIV/AIDS.
Notable queer icons like Elton John, Neil Patrick Harris, Indya Moore, along with organizations like GLAAD, and grassroots activists like Maria Mejia and Ashlee Marie Preston, participated in the campaign with no fee.