Community HIV Prevention

NJ Ends the HIV Epidemic (EtE) Awareness Campaigns Project

The Ending the HIV Epidemic initiative focuses on four key strategies: test, diagnose, treat, and respond. When implemented together, these strategies can significantly reduce HIV transmission rates and help end the epidemic in the U.S. The EtE Awareness Campaigns project is funded by the NJ Department of Health Division of Syndemic and Substance Use Services. It is designed to increase awareness about comprehensive status-neutral HIV services identified in the New Jersey Integrated HIV Prevention and Care Plan 2027-2031. The team is currently developing a youth-focused campaign for launch in 2027.

Core Objectives

Create engaging, customer-centered, trauma-informed, and culturally appropriate campaigns to increase the understanding of, access to, and utilization of HIV prevention, treatment, and care resources and services in NJ to reduce the spread of new HIV infections and improve health outcomes along the HIV care continuum.

Populate the project website, endHIVnj.org, with campaign materials, educational resources, and information about HIV prevention, testing, care, and treatment services throughout NJ.

Recent Campaign Projects

: Ask For An HIV Test (Test, Diagnose)

Campaign Website

Routine HIV Testing:

Ask for an HIV Test campaign aims to increase awareness about HIV testing options and encourage consumers to ask for an HIV test without shame or fear, and guide users to the endHIVnj.org website for services, resources, and more information. Phase I reached Black and Latina/Hispanic women ages 18 and up and ran from January to June 2026. Digital ads via Google, Meta, programmatic display, and connected TV and audio streaming platforms were available in English, Spanish, and Haitian Creole.

Phase II reaches Latino/Hispanic men ages 18 and up and launched in May 2026 digitally via Google, Meta, TikTok, programmatic display, and dating apps, as well as through guerrilla marketing tactics such as bathroom poster ads and bar coasters in select venues throughout NJ. Ads are available in English and Spanish. Phase II ends on October 31, 2026.

Video Campaign – Keep that same energy with your health

Video Campaign – Update your mindset

Video Campaign – Test Together

Video Campaign – It’s quicker than a trip to the barbershop
: Take PrEP & Take Charge! (Prevent)

Campaign Website

PrEP for HIV Prevention:

Pre-exposure prophylaxis, or PrEP, is a highly effective HIV prevention method that lowers the chance of getting HIV from sex and injection drug use. PrEP is mainly marketed to men, so most women do not know that PrEP is for them, too, and most do not see themselves at risk for HIV. The Take PrEP & Take Charge campaign aims to increase PrEP awareness and accessibility among Black and Latina/Hispanic heterosexual women, ages 18 and up. The campaign launched in two phases: from July to December 2024 in northeast cities, and from January to June 2025 in south and central cities. The campaign was deployed using a mix of in- and out-of-home marketing approaches, including NJ Transit ads, community and highway billboards and bus shelters, Google Ads, Meta ads, programmatic display, urgent care poster displays, and hospital waiting area monitors. Ads were available in English, Spanish, and Haitian Creole.

Video Campaign – You Never Know!

Video Campaign – Girls Night Out
: “PrEP’n for a World Without HIV” (Prevent)

PrEP for HIV Prevention:

The FXB Center partnered with agencies in Hudson County to develop the PrEP’n for a World Without HIV campaign to increase awareness about PrEP and PrEP services. Available in English and Spanish, the campaign targeted men who have sex with men, women, and the transgender community, utilizing out-of-home marketing strategies. It was displayed at NJ Transit rail stations, the Port Authority Trans-Hudson (PATH) rail transit system, and various NJ Transit bus lines and bus shelters in Jersey City, Hoboken, Bayonne, North Bergen, and Union City from June to September 2022. The Health Resources and Services Administration of the U.S. Department of Health and Human Services supported this project.
: “Do It At Home” (Test, Diagnose)

Campaign Website

HIV self-testing:

Do It At Home campaign promotes awareness and access to free at-home HIV test kits. It aligns with the Together TakeMeHome project, which aims to address barriers to HIV testing so that 100% of people know their HIV status. Do it At Home launched from July to December 2023, and for 8 weeks from May to July 2024, in Essex and Hudson Counties. It appeared in English and Spanish and was featured on LinkNWK kiosks and rail stations, including Newark Pennsylvania Station, the Journal Square PATH rail station, and at Newark International Airport. This project was supported by the Health Resources and Services Administration of the U.S. Department of Health and Human Services.
: “No Matter Your HIV Status, You Are Not Alone” (Prevent, Treat)

Status Neutral HIV Awareness:

With advances in HIV prevention and treatment, such as pre- and post-exposure prophylaxis (PrEP and PEP) single-tablet treatment regimens, and long-acting injectables, we are closer to ending the epidemic than we have ever been before! This stigma-reducing campaign highlights the shared goal of living healthy lives and stopping the spread of HIV. No matter your HIV status, together, we can end the epidemic. This campaign reaches counties across northern New Jersey via multiple New Jersey Transit commuter systems and is printed in English, Spanish, and Haitian Creole. This project is supported by the Health Resources and Services Administration of the U.S. Department of Health and Human Services.