Columbia University ICAP: Moving forward together with U=U

Selected from 12 agencies

Columbia University’s ICAP in New York selected Nexlabs from a competitive pool of 12 agencies to strategize and deliver “Move Forward Together with U=U” in Myanmar. The campaign had to communicate a public-health message to people living with HIV and the wider public while challenging stigma and discrimination.

The health message

The campaign explained the importance of taking antiretroviral therapy correctly: when treatment makes the virus undetectable, it becomes untransmittable. By making Undetectable = Untransmittable easier to understand, ICAP aimed to encourage people to take proactive steps in managing their health.

360-degree communication

Educational information and accessible entertainment worked together across the campaign. Social content explained the message, while participatory and cultural formats helped it reach people in ways that felt less clinical and more shareable.

• Educational and entertaining social posts
• TikTok challenge
• Jingle and campaign theme song
• Comic
• Music video featuring two leading Myanmar superstars
• Microsite connecting PLHIV communities with supporters

A movement against stigma

The resulting movement focused on fighting HIV stigma and discrimination while continuing to inspire and empower its audience. Across social media alone, the campaign generated 13 million in reach and 3 million engagements.