Impulse México

Debunking myths: 100% Positive.


Impulse México sought to break paradigms and raise awareness about HIV in Mexico. A world-changing disease that, years after it emerged, is still surrounded by taboos based on mistaken ideas that continue to generate stigma and discrimination for patients. It was time to communicate with a deeply misinformed society about the reality of the lives of people living with HIV based on a reliable source of information.

Together with LLYC, Impulse México developed the 100% Positive platform. This 360º social movement sought to become a benchmark and source of more reliable and straightforward information in Mexico and Latin America about HIV. It sought to offer online and offline activities that could provide guidance to patients, relatives, friends, partners, employees and society in general.


The project positioned itself successfully and connected with various audiences, including the Tedx program with testimonials from people living with HIV. This event was attended by 170 people, including influencers, civil society organizations, the media community, members of parliament, artists and the general public. The voice of patients was heard digitally thanks to celebrities who joined the conversation organically. According to CENSIDA figures during the first eight months of the company, as well as others in the sector, a 5% increase was achieved in the two indicators: more than 109,300 diagnoses and more than 4,600 patients with antiretroviral therapy provided by the health sector.

“Helping to debunk stigma, myths and labels about people living with HIV by using a different 100% positive narrative is tremendously satisfying, but even more so when diagnoses and the number of people undergoing therapies are increased as well.”

Hugo Valdez
Director of Consumer Engagement


Related cases

8 Jul 2020

CMO Challenges

LLYC, in partnership with Wakigami, is presenting this international study with the goal of identifying and clarifying the key challenges stemming from the COVID-19 pandemic that face chief marketing...
2 Jul 2020

Stakeholders Capitalism: How to manage a company’s strate...

INTRODUCTION Today’s society is experiencing a major economic and social impact due to the global health crisis. Any company hoping to recover in such an unstable industry environment must consider...
19 Jun 2020


In March 2020, brands across the globe fell silent. When brands did put out messaging, due either to inertia or carelessness, the effect was stilted. It was as if...
10 Jun 2020


INTRODUCTION Amid the shock COVID-19 has caused to both brands and the marketing industry (to say nothing of individual citizens), many have understood, in the words of Jordi Black at...

We want to collaborate with you

Do you have a challenge?

Would you like to join our team?

Do you want us to speak at your next event?