The news: Gilead Sciences launched an HIV education campaign called “Ahorita Mismo” aimed at Latino audiences. The effort includes three short videos featuring Latino social media creators running a call-in show offering dating advice. It’s part of Gilead’s broader Care for the Culture public health initiative to raise HIV awareness in disproportionately affected communities, considering Hispanic people account for 33% of new HIV diagnoses in the US, but make up 18% of the population, per the CDC.

Why it matters: Gilead’s campaign encourages conversations about HIV prevention among trusted people in Hispanic communities, where consumers are more likely than average to discuss healthcare ads with family and friends.

• 27% of Hispanic consumers who go online for health information say they turn to family and friends to talk about healthcare ads they’ve seen or heard,, per EMARKETER’s 2026 US Digital Health survey.
• That compares with 18% of all consumers.

The campaign’s use of social media creators may also help Gilead reach Hispanic consumers who already use these platforms for health information. Some 44%of Hispanic consumers who look up health-related information use social media, compared with 31% of all consumers, per our survey.

Implications for pharma and healthcare marketers: Social media creators give marketers familiar voices and relatable experiences for connecting with Hispanic consumers around sensitive health issues like HIV. Creators can also reach Hispanic consumers who are less likely to show up in clinical settings: Just 55% visited a primary care doctor in the past year, compared with 68% of consumers overall, per our survey.

Gilead is pairing its creator campaign with funding for community health workers who bring HIV care directly to Hispanic communities. Marketers can follow the same model: Use community connections to spark health conversations, and work with local organizations to connect consumers with healthcare providers.

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