Due to social and systematic barriers, African, Caribbean, and Black women in Ontario are disproportionality testing positive for HIV. Our challenge was to encourage these women to get tested for HIV/AIDS and know their status.
Public created “The Care Salon”, a pop-up activation at local hair salons, where point-of-care testing would be offered to patrons in the salon that day. By including HIV testing in a broader message about self-care, we aimed to address barriers around accessibility, education and the stigma around getting tested.
Through a series of activations and a digital, social and influencer strategy, we educated audiences and encouraged them to learn more about the issue and the barriers, and begin to take part in an open dialogue about the importance of testing. We activated the community to get tested and begin to consider testing as a part of their overall wellness ritual.