What’d we do?

Reimagined a beloved ‘90s classic through the lens of joy, agency, and prevention.

The anthem gives permission to talk openly about PrEP, a breakthrough medication that helps prevent HIV, as a way to care for yourself and your people, and to see HIV prevention as a part of normal life. 

 

Why did it land in culture?

At the center, T-Boz, an icon whose voice has carried urgent messages of agency, honesty, and safe sex at a time when few artists claimed to be so bold.

Her return in “So We PrEP” picks up where “Creep” left off— continuing the HIV prevention conversation while bridging generations and reminding us that protection, pleasure, and self respect have always been intertwined in Black culture.

Co-creating with T-Boz as a partner, not just talent, strengthened the message while deepening its impact, and protected cultural credibility. 

 

And did it work?

 

Girl, yes. The response validated our approach.

“So We PrEP” has generated over 1.3 million YouTube views, over 180M impressions, and thousands of social conversations within its first two weeks, and earned coverage across major culture, health, and music outlets, extending its reach beyond paid media.

Most importantly, it opened conversations that too often go unspoken in our community.

 

This anthem proves that when prevention moves at the speed of culture, it more than informs, it resonates.