The Challenge

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.


Our Approach

Public created “The Care Salon”, a pop-up activation at local Black-owned hair salons, where point-of-care HIV 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.


Collective Impact

Through a series of activations and a digital, social and influencer campaign, we garnered  +10 million impressions, a 94% increase in website visits, +300% HIV tests compared to previous initiatives.


The One Show – Health, Wellness & Pharma, Merit Award
Clio: Health Awareness & Advocacy – Silver

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