In the HBO Max series “It’s a Sin,” a gang of friends move in together in 1981 in the heart of London. As the decade unfolds, we follow their hopes and dreams, highs and lows, coming out and coming of age. But a terrible new virus is on the rise, and they’ll need each other more than ever as the fight begins.

HBO Max tasked the team with launching an acclaim-centric campaign, leveraging the anticipated positive reception of the series by industry and media influencers. We were asked to unlock opportunities within social media, drive conversations around socially relevant LGBTQ+ issues– but also around the narrative and character development in the series.

Our objective was to engage the masses and build a passionate viewership for It’s A Sin while increasing visibility and awareness around the ongoing AIDS crisis through social conversation and content—flooding the feed of the community and beyond.

Focusing on that era’s media mistruths – that HIV/AIDS was a disease experienced only by the gay community – we created awareness around the current status of the ongoing HIV/AIDS epidemic and connected through informed enlightenment.

Each content unit would be crafted by curating arresting copy from real headlines to create a jolt of awareness around the language used in 1980's media (“Prevent HIV, Avoid Sharing Food,” “Homosexual Disorder”) which stigmatized the gay community. 50 synchronized influencers posting 50 tiles highlighted these headlines in signature neon pink with contextual captions. For each tile, HBO Max donated a $1000 reparation to Prevention Access – a charity providing accurate, meaningful information to those impacted by HIV/AIDS.

Sinner’s Kits for celebs/influencers conjured the era and prompted personalized social posts, expanding the idea that the impact of the era lives on – and must be witnessed.

It's A Sin launched in the UK before coming to HBO Max, prompting a sentiment report which determined:

Fans highly anticipated for the show's release

Fans expressed excitement geared specifically towards show talent, particularly Olly Alexander and Russell T Davies

Many cited It's A Sin as a "2021 must watch drama" addressing critical issues

Our audience comprised entertainment-seekers looking for prestige premium series; fans of emotional, significant cultural moments; and British programming fans.

A time capsule approach defined the strategy: we’d rally community by igniting conversation throughout today’s LGBTQ+ community. This could drive informed debate about the disease and its stigma towards support of the non-profits fighting for change today. Revisiting past events in modern context would engage audiences. This isn't only history; engagement of mass audiences in this realization would organically build fandom for the launch of It’s A Sin– a show directly reflecting past stories and present challenges.

On the 2/18/21 US premiere date, we coordinated 50 synchronized influencers to post 50 tiles highlighting real headlines about HIV/AIDS in signature neon pink with captions for context. The tiles flooded the feeds of our target on Twitter and Instagram from icons like Elton John, Neil Patrick Harris, Indya Moore, organizations like GLAAD and activists like Maria Mejia and Ashlee Marie Preston– who all participated with no fee.

Sinner’s Kits for celebs/influencers prompted personalized social posts:

• "It’s a Sin" branded jacket by queer artist OG Millie

• Certificate of donation to Prevention Access

• 80's-style branded satchel

• “Through Positive Eyes” photo book by HIV/AIDS patients/survivors

• Walkman with hits from the time period

• Pins from prominent HIV/AIDS organizations

60 kits mailed on a rolling basis beginning March 1st, 2021 with final post published April 5th, 2021– a total of 426 pieces of organic content across both initiatives.

On premiere day, our It’s A Sin content was unavoidable, flooding the feeds of millions and sparking a passionate dialogue around the realities of the AIDS crisis then and today. Over a hundred celebrities, activists, and influencers simultaneously posted in-kind, a testament to the truly impactful and important nature of our content. Hundreds of thousands engaged with the content, sharing and discussing the true headlines and misinformations that overwhelmed the world in the outset of the AIDS crisis and how those are still incorrectly at play today.

Results included:

108 influencers and celebrities posted in-kind

$70k total donated to Prevention Access

6.1M+ Impressions

147K Engagements

591K+ Social Media Value

Our campaign ignited a fandom and contributed to the ratings success of “It’s A Sin” which earned the title of “the most binge-watched show to stream on HBO Max” with 6.5+ millions views in its entirety.