Serviceplan Switzerland, in collaboration with F/A/Q –The Better Health Group (formerly known as ohhh! foundation), Serviceplan Spain, and Mediaplus Germany, have successfully launched a viral campaign on TikTok and Instagram that directly speaks to Generation Z across the globe. The campaign aims to challenge the negative effects of HIV stigma, and advocates for a more informed and compassionate understanding. The #UPDATEHIV campaign, initially launched in 2022 with an open letter to the World Health Organization (WHO) and high-visibility placements in New York City’s Times Square, earned substantial media attention. The social media activation truly came into its own as an online social movement during AfricaBurn 2023, a regional Burning Man festival. At the event, a provocative live installation metaphorically set the HIV stigma ablaze, while an online social experiment with the hashtag #givehivahug demonstrated the empathy and understanding necessary to combat HIV stigma. With over 5.7M views and over 123,000 interactions on TikTok and Instagram, the #updatehiv and #givehivahug hashtags have sparked a global conversation about HIV among Gen Z. The campaign was supported by numerous content creators, including @funnykatty2, @doctor.siya, @ahmad.neu, @callme_thandolwethu, and others.