World AIDS Day 2025- AHF x billups

You can ignore a push notification, you can’t ignore a billboard. That’s the story behind AHF (AIDS Healthcare Foundation) and billups’ 13 year partnership: focused on one goal, making sexual health and HIV testing visible in a culture where stigma still keeps people silent.

For World AIDS Day (December 1st), billups and AHF launched an out-of-home campaign across the U.S. and EMEA promoting sexual health and HIV awareness. It deployed places people can’t miss – boats, storefronts, vans, billboards, etc.The creative centered on a single line: “World AIDS Day. 2.7 million lives in care.” The message was meant to ground the epidemic in human scale, millions of people whose lives depend on access, treatment, and continued attention. This didn’t happen with one buy, it took a network of media partners willing to run sensitive public health creative in public spaces.

Across major cities like New York, Los Angeles, London, Berlin and Amsterdam, the campaign delivered:

• 47M+ impressions
• 9K total billboards

But the bigger story isn’t just scale; it’s shared exposure. When a community sees the same message at the same time, in public, it changes what feels discussable. That’s how normalization starts and testing stops being taboo.