Time2018 – 2022
Sponsor(s)US.CDC, PEPFAR, HAIVN, Vietnam Administration of HIV/AIDS Control
Target AudienceKey population, HIV-vulnerable groups, Men who have sex with men (MSM), wide public

K = K is a communication campaign initiated and sponsored by the US Centers for Disease Control and Prevention (CDC), the Emergency Plan for AIDS Relief (PEPFAR) of the US President, and the Health Advancement In Vietnam(HAIVN) under the coordination of Vietnam Administration of HIV/AIDS Control. The campaign is implemented by three main units: The Lab Saigon, Vero Vietnam, and Lighthouse Social Enterprise (SE).

In the campaign, Lighthouse SE plays the role of a connecting unit, organizing community events and handling social media communication. The campaign implementation process is carried out in three main stages:

    • Stage 2018: Targeting the specific community of people living with HIV. The goal of this stage is to raise awareness and promote the implementation of U=U (Undetectable Equals Untransmittable) among the targeted community.
    • Stage 2019 – 2020: Expanding the target audience to include groups at risk of HIV. The goal of this stage is to expand awareness of U=U to groups at risk of HIV.

    • Stage 2021 – 2022: Targeting the wide public. The goal of this stage is to promote U=U to the public, through U=U, breaking down social stigma against people living with HIV and HIV in general.

The campaign has achieved tremendous success, becoming one of the most typical social media communication campaigns and receiving the Best Community Campaign Award at the PR Awards Asia. The campaign has helped spread the U=U message to tens of millions of people, with nearly 200 million impressions on various media platforms, achieving more than 20 times the communication effectiveness compared to the standards of other campaigns in the Asia-Pacific region.

Please refer to some campaign documents here:

Website K=K | MV “Yêu mới khó”  | Fanpage K=K