U=U Campaign
Breaking Barriers, Sustaining Lives
The U=U (Undetectable = Untransmittable) campaign is a life-saving advocacy initiative grounded in the scientific fact that consistent HIV treatment prevents sexual transmission.
The campaign aims to inform people living with HIV about the effectiveness of Anti-Retroviral Therapy (ART) and encourage them to start and sustain treatment.
To achieve this, Bridge modernized the U=U message through culturally relevant short-form videos that challenge stigma and spark conversation, guiding audiences to seek deeper information via direct messages and a redesigned website aligned with updated, accessible content.
With
ICAP
Objective
Alleviate the fear of sexual transmission, Reduce HIV stigma, Strengthen efforts for universal efforts to HIV treatment (ART)
Demographic
18 - 45 years old, with a focus on youth, specifically homosexual men, sexworkers, drug users, PLHIV and health care workers
Types of work
Behaviour Change, Design, Strategy, Research & Evaluation, Digital Media & Outreach, Storytelling
Themes
Health & Nutrition, Diversity & Inclusion
Campaign Activity
The 2025 U=U campaign in Myanmar focused on sustaining the brand’s established legacy and credibility while introducing fresh creative approaches and engaging storytelling.
ICAP and Bridge, with the support of the CDC (Centers for Disease Control and Prevention), executed a range of strategic activities to bring this vision to life. We centered our creative strategy around the A22 (အတူတူ in Burmese) mascot, whose name translates to "Together," to bridge the gap between clinical science and youth culture. By using a "peer educator" instead of an intimidating medical expert, we bypassed the hesitation to approach topics like HIV. It makes U=U feel like a safe, relatable conversation rather than a lecture.
Facebook Communications
Bridge developed 12 Facebook-focused posts from conceptualization to final production, creating new copy and visuals in close collaboration with the ICAP team and with CDC’s review to ensure alignment with the latest guidelines. The content included a mix of static images, short animations, and carousel posts.
A22 Mascot Production
As part of our efforts to bring A22 to life, we developed a mascot featuring various accessories—such as a doctor’s coat, stethoscope, red ribbon, and interchangeable eyes and mouths to express different emotions.
The mascot was featured throughout the TikTok productions and has since been handed over to the ICAP team upon project completion.
Original TikToks Production
From Concept to Feed, Bridge managed the entire lifecycle of the contents from conceptualization, talent logistics to production for original TikToks. Working closely with ICAP and the CDC (Centers for Disease Control and Prevention), we ensured the script balanced creative flair with strict medical guidelines.
Making use of subculture and tapping into local and global trends, we pulled U=U back into the spotlight. This mascot-led approach transformed complex information into "fun-first" educational content that felt native to the platform, ensuring the message was both seen and shared.
The Work Behind the A22 Videos Production
Every short clip was the result of a full production cycle—no shortcuts. We moved from scripting and storyboarding to casting and rehearsing the choreography to make sure the "A22" mascot felt natural on camera.
By handling everything from the initial prep to the final edit, we ensured each video felt seamless and native to the feed.
Repurposed TikToks
In addition to the 12 TikToks filmed from scratch in the studio, we produced 6 repurposed TikToks using existing materials from ICAP.
The previously available content (for example: The Room Series, The Light Video, The Diary Video) were strategically edited and shortened to give it a fresh angle in TikTok-friendly formats. New voiceovers, elements, and edits were added to make the videos feel more engaging and punchy.
Website Refresh
For the website redesign, we started completely from scratch with the wireframe first. This helped us plot how to improve the user experience while bringing some familiarity of the old website.
We also made the big switch of the website builder from Carrd to Framer, which allowed us to gain access to many more advanced features, such as adding interactive scrolling that was responsive on any device used.
Main Website User Experience Improvements
Impactful Delivery
Overall, our campaign reached 1.69 million users digitally in Myanmar, with the average person seeing our content twice. About 2.8% of all users engaged further with the content or the page. Facebook, supported by paid media, remained our largest channel, accounting for 89% of reach & engagement, while TikTok contributed 11%. Overall, this indicates that our messaging resonated with a broad audience, driving meaningful engagement, while also highlighting opportunities to grow organic traction on emerging platforms like TikTok.
2.8%
Overall Engagement Rate
2
Overall Frequency Rate
3.37M
Impressions
1.69M
Reach
886K
Video Views
61.8K
Engaged Users
28.9K
Engagements
2.7K
New Page Followers
