National PrEP Day: Turning a Health Initiative into a Cultural Moment
At DOG AND A DUCK, we believe great PR sits at the intersection of culture, creativity, and purpose. This year’s National PrEP Day on October 10 is the perfect example of how we build that intersection for our clients. What began as a bold idea for MISTR became a national moment that blended real-world events, social media, influencer firepower, and strategic press outreach.
The concept was simple. Set a goal that is easy to remember and easy to rally behind: “10,000 people on PrEP by 10/10.” Then build a cultural engine around it.
Our team created National PrEP Day messaging and activation plan, designed to break through the noise and spark conversations about HIV prevention. We produced a hybrid campaign that lived everywhere people live: online, on social feeds, in nightlife spaces, and in entertainment-driven moments that feel authentic to MISTR’s community.
We engaged influencers, creators, and celebrities to share personal stories and destigmatize prevention. We activated MISTR model talent at events across major cities. We partnered with media to deliver smart, human storytelling that reached far beyond traditional health outlets. And we leveraged local and national press to position MISTR as a leader in HIV prevention, technology, and accessibility.
The result was widespread earned media, millions of social impressions, and a significant spike in awareness and engagement. National PrEP Day became more than a date. It became a movement powered by creativity and anchored in impact.
Below are a few highlights from the coverage. This is what happens when strategic PR meets cultural storytelling and a client willing to think big.