the STUDIO NYC’s Bold HIV Campaign Defies Suppression

At a time when public health information and aid is being increasingly suppressed at the federal level, the STUDIO NYC led the creative direction and production of 'Let’s Talk HIV: Boston' - a bold, unapologetic campaign for the Boston Public Health Commission (BPHC) to fight HIV stigma and amplify the message: Undetectable = Untransmittable (U=U).

The campaign features 16 Bostonians - some living with HIV, some not - alongside care providers, advocates, and everyday citizens. Through candid group discussions, the participants break down stigma and demystify HIV prevention and treatment. Two mixed-status couples also open up about their relationship, their sexual health practices, and how a partner living with HIV who has an undetectable viral load cannot transmit the virus to their sexual partners (Undetectable = Untransmittable).

​In addition to videos, the campaign includes a comprehensive HIV education and resource website, a print brochure translated to 10+ languages, and an Out of Home + Social Media campaign that spans video, print, and digital (Meta, Grindr, TikTok, Grindr).

'Let’s Talk HIV: Boston' launched on 2/24/25 and is running through May across out of home, transit, clinics, dating apps, and social platforms - meeting people where they are with real voices and real facts.

Boston Mayor Michelle Wu called the initiative “an important step towards ensuring that all Boston residents feel safe and at home in our city.”

Dr. Bisola Ojikutu, Boston’s public health commissioner, said, “Through clear messaging and storytelling, the 'Let’s Talk HIV Boston' campaign sends a powerful message to the world that will hopefully shift attitudes and reduce stigma.”

Following the success of its previous BPHC campaign Safe is Sexy - an award-winning STI awareness effort - the STUDIO NYC continued its mission to use art as a tool for change.

Mary Nittolo, founder and chief creative officer at the STUDIO NYC, said, “We believe the artist has a duty - not just to reflect culture, but to move it. With 'Let’s Talk HIV: Boston,' we aimed to do exactly that - using the power of storytelling to disarm fear, amplify truth, and open hearts. That’s how you shift culture - and save lives.”