Being diagnosed with HIV can be overwhelming. You have a million questions. But everything you see just tries to tell you what to do.

What you really need are answers to help you make the decision that’s right for you.

That’s why HIV Answers was developed.

HIV Answers breaks down the barriers faced by people living with HIV, and helps them move forward on the path to protecting their health.

The responsive website and smartphone apps directly address the sometimes difficult questions people have about treatment and living with HIV in clear language and without judgment.

And the complementary You Deserve Answers campaign speaks directly to young black gay men, the group most affected by new HIV infections in the US. And reaches them in the online and outdoor places they actually live.

This history of HIV prevention and education has been one of telling – “Wear a condom every time! Start treatment now!”

And that strategy has worked. Some of the time.

For many, the questions and concerns around their diagnosis are overwhelming and create barriers to effective action.

Our strategic hypothesis was that people living with HIV could break through those barriers and take action if we first acknowledge their concerns, then work carefully to dispel any misconceptions they may have about HIV and its treatment.

Our goal was a 10% increase in the percentage of people on treatment at 30-days after their diagnosis

In Philadelphia, our pilot city, the rate increased by 19% - almost doubling our original goal.

Utilization has also been strong. The sites have averaged approximately 45,000 views per month, with over 85% of that traffic coming from mobile devices. And those users typically spend over a minute on each answer page that they view.

And that success has led to expansion. To Atlanta in 2014, and Los Angeles and New York later this year. And a new Latino specific campaign that has already launched in Miami, and will expand to Los Angeles in 2015.