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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.
Date Created
June 2012
Year Ended
Campaign Format
Billboard, Web site, Social media, SMS/Texting
Contact Person
Megan Canon
Contact Phone
Contact E-mail
Organization Name
San Francisco AIDS Foundation
Campaign Objectives
Increasing Testing, Raising Awareness
LGBT Populations, Men Who Have Sex With Men(MSM)
Geographic Area
Focus Area

Campaign ID: 


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