Background Information The Take PrEP & Take Charge campaign was created by stigma is a barrier that prevents people at risk for HIV from the François-Xavier Bagnoud Center (FXB Center) at the accessing the care they need to stay healthy and prevent Rutgers School of Nursing and launched on July 1, 2024, HIV transmission. Recent data shows that women account through funding from the New Jersey Department of Health. for greater than 20% of new HIV diagnoses in New Jersey, The campaign objectives are to 1) increase awareness about and greater than 80% of HIV acquisitions among women PrEP among the target audience and 2) drive the target are attributed to heterosexual contact with a male partner. audience to the endHIVnj.org website for information and With PrEP, women can take charge of their sexual health. resources. The campaign is targeted to Black and Hispanic However, most women do not know what PrEP is, and if heterosexual cisgender women, ages 18 and up, who live in they do, they do not think it’s for them. Most of the PrEP nine cities in northern New Jersey. marketing is for men who have sex with men or transgender women; heterosexual cisgender women are largely left out of PrEP is for people who do not have HIV. It is a medication the conversation, the images, and the messaging. The Take that is a safe and highly e昀昀ective way to prevent HIV; it PrEP & Take Charge campaign aspires to change that. can be taken discretely without fear or shame. HIV-related