The True Test of Love

For Emory, we turned WhatsApp into a lifeline—launching The True Test of Love to spark real talk around gay sexuality in the Latinx community. The result? 500% more HIV tests, 1.2k infections prevented, and a 20% conversion rate. Culture-led, impact-driven—that’s the Mazdi way.

Client

Emory University

Duration

6 months

Date

Nov 4, 2024

The True Test of Love

For Emory, we turned WhatsApp into a lifeline—launching The True Test of Love to spark real talk around gay sexuality in the Latinx community. The result? 500% more HIV tests, 1.2k infections prevented, and a 20% conversion rate. Culture-led, impact-driven—that’s the Mazdi way.

Client

Emory University

Duration

6 months

Date

Nov 4, 2024

“By meeting the Latinx community where they are, with honesty and cultural respect, we turned a taboo topic into real action—and real impact.”

Sebastián González

Partner & CSO

“By meeting the Latinx community where they are, with honesty and cultural respect, we turned a taboo topic into real action—and real impact.”

Sebastián González

Partner & CSO

The True Test of Love wasn’t just a campaign—it was a cultural unlock. We tapped into trusted platforms like WhatsApp to spark real talk around gay sexuality and HIV in the Latinx community. With bold creative, a relatable voice, and real-time support, we turned stigma into dialogue—and dialogue into action. The result? 500% more tests, 1.2K infections prevented, and impact that hit way beyond the screen.

The True Test of Love wasn’t just a campaign—it was a cultural unlock. We tapped into trusted platforms like WhatsApp to spark real talk around gay sexuality and HIV in the Latinx community. With bold creative, a relatable voice, and real-time support, we turned stigma into dialogue—and dialogue into action. The result? 500% more tests, 1.2K infections prevented, and impact that hit way beyond the screen.

Creative сhallenges

The creative challenge? Turning a sensitive, often stigmatized topic into something approachable and empowering. We had to navigate cultural taboos, language barriers, and digital trust—crafting a message that felt real, not preachy. The solution: meet people where they are, speak their language, and design for connection over clicks.

In the end, it wasn’t just about awareness—it was about creating a space for truth, trust, and action. That’s the kind of impact we’re here to build.

Creative сhallenges

The creative challenge? Turning a sensitive, often stigmatized topic into something approachable and empowering. We had to navigate cultural taboos, language barriers, and digital trust—crafting a message that felt real, not preachy. The solution: meet people where they are, speak their language, and design for connection over clicks.

In the end, it wasn’t just about awareness—it was about creating a space for truth, trust, and action. That’s the kind of impact we’re here to build.

User experience focus

The user experience was built around trust, simplicity, and cultural relevance. From the moment users received the message on WhatsApp, every step—accessing information, chatting with a health advisor, booking a test—was intuitive and non-judgmental. We removed friction, respected privacy, and made it easy for users to take action in a space they already felt safe.

The result was an experience that felt human, not clinical—meeting users with empathy, ease, and a clear path to care.

User experience focus

The user experience was built around trust, simplicity, and cultural relevance. From the moment users received the message on WhatsApp, every step—accessing information, chatting with a health advisor, booking a test—was intuitive and non-judgmental. We removed friction, respected privacy, and made it easy for users to take action in a space they already felt safe.

The result was an experience that felt human, not clinical—meeting users with empathy, ease, and a clear path to care.

Let’s bring your vision to life

Hola, Mario here! Thanks for exploring our website, any questions? Let me your info here and me and my team will reach out to you as soon as possible. We're happy to help!

Profile portrait of a man in a white shirt against a light background

Mario Zuluaga

Founder & VP of New Business

Extreme close-up black and white photograph of a human eye

Contact us

Let’s bring your vision to life

Hola, Mario here! Thanks for exploring our website, any questions? Let me your info here and me and my team will reach out to you as soon as possible. We're happy to help!

Profile portrait of a man in a white shirt against a light background

Mario Zuluaga

Founder & VP of New Business

Extreme close-up black and white photograph of a human eye

Contact us

Let’s bring your vision to life

Hola, Mario here! Thanks for exploring our website, any questions? Let me your info here and me and my team will reach out to you as soon as possible. We're happy to help!

Profile portrait of a man in a white shirt against a light background

Mario Zuluaga

Founder & VP of New Business

Extreme close-up black and white photograph of a human eye

Contact us