One2PrEP Takes HIV Prevention to Center Stage, Using Culture and Conversation to Break Stigma

Gilead’s lenacapavir (Yeztugo) was approved last year as a first-in-class, long-acting HIV capsid inhibitor for use as twice-yearly preexposure prophylaxis (PrEP) to prevent HIV infection. This approval marks the introduction of the first and only biannual injectable option for HIV prevention. Gilead has now developed an awareness campaign, One2PrEP, aimed at having public conversations about HIV prevention—that they belong in the cultural mainstream, not on the margins. By debuting during the Grammys and Super Bowl pregame, the campaign places PrEP alongside everyday entertainment, signaling that sexual health is a universal topic, not a niche one. The strategy is designed to reach people who may never encounter HIV messaging through traditional health care channels, meeting audiences where they already are and inviting curiosity rather than caution.

At the heart of the campaign is a reimagining of “1, 2 Step,” the early-2000s hit by Ciara featuring Missy Elliott. The familiar beat and upbeat tone are intentional, using culture and nostalgia to spark conversations and lower barriers to engagement. Rolled out across TV, digital, social, print, dating apps, and community settings, One2PrEP aims to make HIV prevention feel approachable, relevant, and normalized—something people can talk about openly with friends and health care providers alike.

Contagion spoke to Ashley Gildea, vice president of marketing and US HIV prevention at Gilead, about the new campaign, reducing stigma, and increasing HIV prevention education.

Contagion: One2PrEP takes a notably open approach to sexual health, debuting during the Grammys and the Super Bowl pregame. What was the strategic thinking behind placing this message on such mainstream stages, and how do you see that helping to normalize conversations about PrEP and HIV prevention?

Gildea: Using Ciara’s early-2000s hit “1, 2 Step” [featuring Missy Elliott] reimagined, the One2PrEp campaign aims to raise awareness, spark conversations, and empower people to talk with their health care providers about HIV prevention and PrEP. The multichannel campaign is designed to meet people where they are, using culture, music, and clear messaging to make HIV prevention feel more approachable, relevant, and normalized.

We want this campaign to break out and grab people’s attention, and to do that, we need all eyes on it. You will see One2PrEP across TV, digital, social, and print and alongside major cultural moments, including most recently the Grammys and the Super Bowl pregame coverage, ensuring broad national reach. Individuals can expect to see information on Yeztugo on dating apps, in the waiting room, and at local events. We also have supporting resources that include Yeztugo.com and a consumer brochure that provide clear information and encourage people to ask their health care provider about Yeztugo, the first HIV prevention option designed to be taken just twice a year.

Contagion: A central goal of the campaign is stigma reduction. From Gilead’s perspective, what are the biggest misconceptions or cultural barriers around PrEP that the campaign looks to address?

Gildea: Some people mistakenly believe HIV is no longer a public health threat; yet, in the US, 700 new cases occur every week—that is 100 people newly diagnosed with HIV every day. Others wrongly assume HIV only impacts certain communities, though anyone can contract the virus. Adding to the problem, homophobia, religious and cultural taboos surrounding sex, and personal inhibitions embed shame, stigma, and fear of judgment into discussions about sexual health and thwart both patients and providers from initiating necessary conversations around HIV prevention and PrEP.

Data underscore the need to normalize these conversations. According to the CDC [Centers for Disease Control and Prevention], heterosexuals made up almost 1 in 4 new HIV cases diagnosed in 2022. Women accounted for 18% of diagnoses, and Black women accounted for almost half of those cases. Meanwhile, Black and Latino communities continue to be disproportionately impacted by the epidemic.

According to the latest AIDSVu data in 2024, nearly 600,000 people in the US used some form of PrEP, but the CDC believes many more—2.2 million individuals—could benefit from prevention medications. The biggest barriers are lack of awareness about PrEP and who can use it, stigma, and misperceptions about the nature of the HIV epidemic.

Contagion: HIV prevention options have evolved significantly, but awareness hasn’t always kept pace. How does One2PrEP aim to educate people about today’s PrEP landscape?

Gildea: One2PrEP is about making people aware that prevention choices are evolving. We want PrEP to be talked about, not whispered about, so the campaign uses upbeat language, relatable imagery, and culturally relevant storytelling to highlight the simplicity of taking Yeztugo with one office visit every 6 months.

In HIV prevention, choice matters and dosing options can make a real difference in people’s lives. Since Gilead introduced Truvada as the first HIV PrEP medicine in 2012, most PrEP options have been oral pills taken daily, but adherence is a challenge and can significantly impact the real-world effectiveness of these PrEP options. For some people, taking a daily oral pill is a challenge, and other long-acting injectable forms of PrEP require up to 6 physician office visits, which can be burdensome and inconvenient. For many people, having a twice‑yearly option could make staying on PrEP feel simpler and more manageable and provide peace of mind.

Contagion: What does this campaign around HIV prevention mean to you?

Gildea: We want to see an end to the HIV epidemic, and reducing stigma is central to ending HIV, and that means talking about prevention in open, relatable ways. This includes embracing opportunities to raise awareness and educate on a large scale. It’s about inclusivity, so everyone—Black women, Latino men, young people—knows that PrEP and Yeztugo are for everyone.