Unfiltered: HIV Prevention Campaign

Unfiltered is a docu-series campaign spotlighting Black and Brown New Yorkers as they share honest, everyday experiences about sexual wellness and pre-exposure prophylaxis (PrEP) to prevent HIV. Through real-life stories, Unfiltered breaks down stigma, uplifts community voices, and connects New Yorkers to help them access PrEP and other sexual health resources. Communities of color and the queer community have always had a legacy of passing down histories through story. We honor that history through our mixed media approach to build intimate portraits of our influencers in real, unfiltered, and never-before-seen ways. The campaign is run by the New York State Department of Health (NYSDOH), AIDS Institute with support from Impact Marketing + Communications and D’Marie Productions. The campaign includes:
• 8 episodes featuring real New Yorkers - From advocates and artists to educators and community leaders, they represent the diversity and strength of Black and Brown communities in New York
• A campaign website – UnfilteredNY.org – with campaign episodes (to watch, use in support groups, and play in waiting rooms), shareable social content, PrEP FAQs, and information on each campaign ambassador
• Digital inclusive content shared by featured influencers (and regionally diverse micro influencers) across their social media channels and a dedicated #UnfilteredNY hashtag
• A partner engagement toolkit to encourage partners to leverage resources and share across networks
• Promotional materials including posters and postcards with a dedicated QR code, email signature, and Zoom background
• A discussion guide for partners to lead roundtables on PrEP with questions for people to ask their providers about PrEP
• Campaign website translation to view PrEP messages in alternate languages
Outcomes
While the campaign has been active for less than 3 months, it has delivered exceptional results:
• Website: From 12/1/25 – 2/10/26 there were 17,000+ events on the Unfiltered website (defined as user engagements like clicks or downloads).
• Social Media Reach: During that same period, campaign ambassador/influencer post views totaled 645,773.
• Ending the Epidemic (ETE) Conference: A workshop training on how to develop a social media influencer campaign had more than 200+ attendees and was standing room only.