testing is fundamental
RanaVerse launched Gorgeous Alliances, a nonprofit dedicated to creating culturally relevant awareness and education campaigns for BIPOC and LGBTQ+ communities. Its inaugural initiative, Testing Is Fundamental, was designed to reframe HIV testing through authentic storytelling, community voices, and culture-first creative. Grant funding was provided by Gilead Sciences, which had no involvement in campaign development.
Traditional HIV awareness campaigns often struggle to connect with the audiences most impacted, relying on clinical messaging that lacks cultural relevance and engagement. RanaVerse sought to normalize HIV testing, reduce stigma, and increase access to at-home testing among Black and Hispanic cisgender men, trans individuals, and MSM communities.
The campaign was built around four pillars: culturally nuanced messaging, authentic representation, open dialogue, and frictionless access to testing. RanaVerse partnered with influential community voices across four audience segments: The Misters, The Dolls, The Firm (Ballroom Houses), and The Hype Specialists.
Content was tailored to how audiences consume information, including short-form social content, educational films, trend-driven storytelling, podcast integrations, and culturally relevant entertainment formats. All assets were produced in English and Spanish and distributed across social media and community channels.
Testing Is Fundamental delivered exceptional results, generating more than 46 million impressions, 1.5 million video views, and over 400,000 engagements across platforms. The campaign also produced $1.4 million in earned media value and achieved a 5:1 return on investment, demonstrating the effectiveness of culturally relevant public health communications.
Most importantly, the initiative drove meaningful action, resulting in a 3,187% increase in clicks to “Find HIV Testing Near You” and “Order At-Home Tests.” By combining community-led storytelling, authentic representation, and strategic distribution, RanaVerse proved that public health campaigns can achieve both cultural relevance and measurable behavior change.