Sacramento County Public Health

U = U Campaign

RSE was tasked with leveraging the national “U=U” campaign to develop a localized version that would educate Sacramento County’s LGBTQ population about what it means to have undetectable, untransmittable HIV.

When a person is living with HIV and is on effective treatment, it lowers the level of HIV in the blood. When the levels are low it is referred to as an undetectable viral load. At this stage, HIV cannot be passed on sexually, which means it is untransmittable.

RSE’s creative approach broughy together bright colors and videography to create an emotional connection to the message, honing in on what U=U means to the individuals living with HIV.

Having run as pre-roll, TikTok, display, digital audio and outdoor advertising, the campaign has consistently delivered strong engagement and results.