How do you use the power of a celebrity to break cultural stigmas that keep women of color from getting HIV/AIDS testing and treatment?
Strategy and Campaign Management
A passionate advocate for women and those afflicted with HIV/AIDS, Alicia Keys engaged RALLY to launch a high-profile partnership with targeted messaging, advertising, and events designed to break the cultural stigmas that keep women of color in the United States from pursuing HIV/AIDS testing and treatment.
RALLY worked with Ms. Keys to launch EMPOWERED, a partnership with VH1 and the Kaiser Family Foundation’s “Greater Than AIDS” campaign, to speak directly with advocates and HIV-positive women through TV, radio, outdoor, print, public service ads, social media, community programs, and town halls in Washington, D.C., Harlem and the Essence Festival in New Orleans.
EMPOWERED was featured on ABC News, The Washington Post, Forbes, CNN, Essence and more. But the impact of EMPOWERED was best seen through community service groups, which cited how well collateral materials were received by national networks of service providers and clinics. EMPOWERED moved many women to break through the stigma surrounding HIV and AIDS and share their stories with friends and family for the first time.