In a bold and culturally resonant move, music icon Tionne “T-Boz” Watkins and biopharmaceutical leader Gilead Sciences have teamed up on the “So We PrEP” campaign — a public health initiative harnessing the power of music, culture, and community to spotlight HIV prevention in Black communities. This artistic-meets-medical collaboration is part of Gilead’s larger Care for the Culture movement, which tackles stigma, gaps in awareness, and racial inequities in access to pre-exposure prophylaxis (PrEP) and HIV prevention resources.
At its heart, “So We PrEP” is a reimagined version of TLC’s 1994 hit “Creep” — updated with a message that centers sexual health, protection, Black pride, and joy. By tapping into a beloved cultural touchstone, T-Boz and Gilead are trying to meet audiences where they already are: in the rhythms and memories that shaped a generation. “We don’t whisper about our health; we sing about it,” T-Boz said about the project, underscoring the idea that open, affirmative conversations about prevention can be just as contagious as a good tune.
Why This Campaign Matters
Despite remarkable advances in HIV prevention — driven largely by PrEP, which can reduce the risk of HIV infection by more than 90% when taken as prescribed — African Americans continue to face a disproportionate burden of the epidemic. According to data shared by Gilead, Black people account for about 42% of new HIV diagnoses in the United States, yet only 14% of PrEP users are Black. At the same time, white individuals make up a much larger share of PrEP users (64%) while representing just a quarter of new HIV cases.
The disparities are even starker when viewed through the lens of gender: Black women represent about half of all new HIV diagnoses among women, despite being only about 13% of the U.S. female population. These gaps stem from a complex mix of healthcare access barriers, stigma, lack of culturally relevant education, and historical mistrust of medical systems — all of which campaigns like So We PrEP seek to address.
Music as a Vehicle for Health Advocacy
TLC’s legacy itself has always been intertwined with messages of awareness and empowerment. Their 1995 hit “Waterfalls” famously referenced the AIDS epidemic in its lyrics and visuals long before HIV prevention became mainstream public discourse. So We PrEP continues that tradition by blending entertainment and education in a way that feels authentic and relevant rather than didactic.
Partnering with Majority, a Black-owned and operated advertising agency in Atlanta, the campaign intentionally leverages cultural creativity and community insight to normalize conversations about sexual health. By using artful storytelling rather than fear-based messaging, So We PrEP reframes PrEP not as something to be feared or stigmatized — but as a tool of empowerment and self-care.
Beyond the Anthem: Structural Support and Equity
The So We PrEP anthem is just one piece of a broader movement. Gilead has also invested in structural efforts like the Setting the P.A.C.E. initiative — a multi-year, multi-million-dollar commitment to support HIV prevention, anti-stigma work, and health equity specifically for Black cisgender and transgender women and girls. This program provides grant funding to community organizations to expand culturally responsive prevention education, arts and advocacy projects, and community outreach where it’s needed most.
These combined efforts acknowledge a critical truth: ending the HIV epidemic requires more than medicine — it requires trust, relevance, and community leadership. Programs that are community-led and culturally grounded not only disseminate information; they validate lived experience and agency. Campaigns like So We PrEP aim to shift perceptions — turning prevention into a point of pride rather than shame.
The Road Ahead
As So We PrEP gains traction, it pushes against the historical silence around HIV in many Black spaces. By elevating voices like T-Boz’s and aligning them with science-based prevention tools, the campaign helps break down barriers that too often keep life-saving information out of reach. It is a reminder that public health messaging needs heart and culture — not just facts — to truly resonate.
In a landscape where HIV still disproportionately affects Black communities, initiatives like this blend art and advocacy to make prevention a conversation worth having — loudly, proudly, and collectively.
