Ad Age

Gilead Sciences is putting a new spin on the Spanish expression “ahorita,” which can mean anything from right now to sometime later, in a campaign encouraging more immediate conversations about HIV prevention. Created by Majority as part of Gilead’s “Care for the Culture” platform, “Ahorita Mismo” features comedians and creators Eric Sedeño and Boman Martinez-Reid using humor to make a serious subject more approachable. The campaign includes a video series, social content and a 1-800-AHORITA hotline designed to encourage Latino men to learn about testing and prevention options. Its central idea is simple: Some things shouldn’t be put off until later.

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