Many Shades of Gay

Many Shades of Gay was a multimedia campaign that ran from June 2012 to October 2014. It communicated that no matter who you are or how you see yourself, getting an HIV test every six months is an important part of taking care of yourself, your partners and your community, and focused on encouraging gay and bisexual men to have regular HIV screening. The interactive and educational website allowed users to create more than 10,000 personalized avatars, and successfully pioneered using digital social media to prevent HIV and increase testing efforts.