AltaPride Gets Fierce

AltaPride Gets Fierce

'Fierce' video series and sponsored event engages the transgender community and raises awareness for PrEP.

Launched last month in support of National Transgender HIV Testing Day, the Fierce (Ella) campaign is a follow up to AltaMed's Kiki-n-Brunch and the PrEP Provider series.

The Fierce videos focus on PrEP awareness and HIV education among Transgender women. The five-part video series highlights the social community of mentorship and empowerment as well as transgender issues such as transphobia and inclusivity encouraging Trans women to take charge of their health and well-being. Promotional campaigns and targeted ads spanning YouTube and AltaPride’s social channels, were delivered in both English and Spanish.

Following the Fierce campaign launch, AltaMed, AltaPride’s parent company hosted “An Evening in Blue” in collaboration with the TransLatina Coalition. The event was held on April 14th at the La Plaza de Cultura y Artes, a Mexican-American museum and cultural center in Los Angeles. The evening began with an Aztec purification ritual, followed by the premier of both the English and Spanish versions of the Fierce  videos.

After the screening, Transgender advocate Maria Ramon hosted a Q&A panel with the cast members and sponsor advocates. The Q&A closed with a resounding applause for the Fierce cast after which AltaMed and the TransLatina Coalition took to the stage to present an award of recognition to Clark Marshall with the  California Department of Public Health  HIV Prevention Branch for his fundraising efforts. The evening concluded with a performance by soul-singer and actress, LZ Love.

Along with memories of the inspiring evening, guests took home black tee-shirts with the phrase “Ella” or “Fierce” in bright pink lettering.

You can check out the Fierce videos series on the Ask Me About Prep website that we developed to support this important program. To see more of our work on AltaPride, visit here. To view our work with AltaPride’s parent company, AltaMed. visit here.

Fierce: The Queen . She's Fierce. Trans Empowered, PrEP Protected. Friendship and PrEP unites them. They're all winners.

An Evening in Blue with AltaMed, TransLatina Coalition and supporters. 


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