The project was originally created in response to the statistic: "If infection rates don’t change by 2020, 1 out of every 2 Black men who have sex with men in America will be diagnosed with HIV in their lifetime." One of the biggest priorities of the client we created the show for is connecting with gay/queer and bisexual Black men and their communities to reduce HIV stigma, increase the number of people on HIV treatment, and increase the use of PrEP. This can be very difficult to do because these communities are very specific (location, networks, etc.) and impossible to effectively reach with digital advertising. They needed to create something that would not only engage people, but would result in a measurable change in their perception and behavior in groups ranging from health care providers to parents to faith-based communities.

The core idea of the show was to use a format that was primarily employed for pure entertainment in a completely different way by leveraging its untapped potential. This potential lies in the way that the brain processes the experience of immersive theater and how that could be triggered to change perception and behaviors of audience members in specific ways. This was amplified through design principles and the use of color theory. For example, the audience views the action from unique places in each room – through a hole in the wall, sitting on a mother’s couch, seated in a waiting room, in church pews – creating a unique and powerful neurological response. The strategy directly supported the brand's objective of more effectively engaging healthcare providers, community members and men in changing the cultural and community norms around HIV, as well as connecting more people to information and care.

The audience for the show has to be informed and recruited in each stop, which is a months-long process that starts with using epi-data to identify which neighborhoods are most affected by HIV. From there, we work to identify which networks are most active in those neighborhoods (churches, schools, libraries, health centers) and how we can partner with them to get the communities to the show. We work with them to create marketing packages, arrange transportation, conduct follow-ups, and connect people to resources after they have seen the show. We also want to fill our limited seats with people who will be most positively impacted. At the end of each show, we hold talk backs to further foster a sense of community as people share their reactions and reflections. Often new relationships are formed in this space that continue on.

Since its inception in 2016, the show has attracted 6,000+ attendees across the country. This latest regional tour in Chicago and Atlanta was a groundbreaking run that continued to drive conversation and engage community through the show itself, and via an expanded community outreach/engagement program.

The show was completely sold out with audiences reporting that 90% would speak out against HIV stigmatizing language, and 87% would speak out against anti-gay language if they heard it. A remarkable 90% would recommend over ViiV Healthcare programs to people they know after seeing the performance. The press reach was over 150M including Forbes, Essence, and Office, and 17.3M organic social reach from attending influencers.

Through the show, our client has received unprecedented exposure and incredibly positive coverage in top-tier and industry press. They also formed a network of new partnerships with organizations and influencers critical to their brand association and sentiment.