StoptheVirus media site access: Username: Stopthevirus Password: Digital123!

The HIV story has changed: right now, we actually know how to stop the virus. In our bodies and in our communities.

But too many people affected by HIV are still burdened by outdated information, which keeps them from taking charge of their health.

Enter “Help Stop the Virus”: a bold, content-driven campaign aimed at resetting information about HIV and helping people act effectively.

The content is direct, vivid, and actionable — and designed for digital distribution. It’s accessible by people living with HIV, by those at risk, and by healthcare professionals and educators.

The campaign launched in mid-2014 and includes videos, a desktop and mobile website, YouTube channel, pre-roll videos and online advertising. And the results? Millions of content and video views and broad use by health educators across the U.S.

Help Stop the Virus is changing the conversation around HIV.

The creative defines Help Stop the Virus: bright colors, vivid metaphors, inventive animation, distinctive illustration, and direct, encouraging copy. It imparts a spirit of optimism.

The creative was established with the videos, first launched on YouTube and then on the full Help Stop the Virus site in mid-2014. There are now six videos.

Throughout 2014, online advertising appeared on more than 40 entertainment, lifestyle, and health sites specifically geared toward younger people. These include YouTube, Esquire, BuzzFeed, Men’s Health, E Online, Bravo TV, Univision, Facebook, BET, Huffington Post, Inquisitr, and Hip Hop Wired.

Promotional materials were developed for the Gilead community representatives, who introduced the campaign to hundreds of health care professionals and HIV educators across the U.S.

The content was also presented at conferences, and the videos were featured in four film festivals.

The media campaign continues in 2015. And additional videos, content, and media are in production.

The strong numbers since launch show how far the campaign has reached – and how favorably it has been received:

28 million online media impressions, with an 86% completion rate

2.5 million content views

More than 700,000 video views

4 million completed pre-roll views, with 1.5 million on YouTube alone.

In terms of direct promotion, the digital content is now used in 830 HIV heath care settings around the country. And approximately 8,000 key leaders in the HIV/AIDS community viewed the content at three national conferences.

And the response from the public has been ecstatic. Health care professionals, educators, conference attendees, and people living with HIV have reached out to say: “Thrilled.” “I’m going to leverage at every opportunity.” “Fabulous.” “Spot on.” “I’m going to spread the word.”

All to say, Help Stop the virus is changing the conversation around HIV.