A rising sense of complacency regarding HIV/AIDS emerged among Nigeria’s youth, despite unprotected intercourse persisting as the main transmission vector. Conventional public health messaging had completely lost its effectiveness, failing to engage the Gen Z demographic.
In response, IMG deployed #IKnow, a high-impact, culturally relevant social initiative spearheaded by peer influencers who documented their diagnostic journeys. The campaign was scaled through content syndication across Zikokomag and AlteDaily, supported by a specialized web platform detailing local clinics and educational media.
The intervention successfully reawakened vital dialogue and heightened public consciousness regarding prophylactic measures among younger cohorts, generating extensive peer-to-peer amplification and valuable editorial coverage across prominent youth-centric digital publications.
