Amida Care, a leading New York nonprofit Special Needs Health Plan and experts in HIV, sexual health and gender-affirming care, has announced the launch of its new “No Judgment, No Stigma” campaign. Timed to coincide with Zero HIV Stigma Day on July 21, 2025, this initiative is a bold step in an ongoing commitment to dismantle stigma and promote health equity for communities most affected by HIV.  New  

The campaign will roll out on Google and will feature a powerful series of digital ads depicting diverse transgender, non-binary, women, and gay men—populations that continue to bear a disproportionate burden of the HIV epidemic. Each ad presents authentic, affirming imagery and messaging designed to challenge stereotypes and underscore the importance of compassion, understanding, and access to care.

“Stigma remains one of the biggest barriers to ending the HIV epidemic,” said Carlos N. Molina, Vice President of Marketing and Communications at Amida Care. “Transgender and non-binary people, women of color and gay and bisexual men face not only higher rates of HIV but also systemic discrimination that discourages testing, prevention, and treatment. Our ‘No Judgment, No Stigma’ campaign is about breaking down those barriers and reminding everyone that every person deserves dignity, health care, and respect.”

Despite decades of medical progress, HIV stigma continues to drive new infections by creating fear and misinformation around testing, status disclosure, prevention and treatment. According to recent public health data:

• Men who have sex with men account for approximately two-thirds of new HIV diagnoses.
• Black and Latina women face higher rates of HIV diagnosis compared to white women and often have less access to culturally competent care.
• Transgender women are 66 times more likely to be living with HIV than the general population.

Stigma fuels silence, and silence fuels the epidemic. The “No Judgment, No Stigma” campaign encourages open conversations, greater visibility, and access to life-saving treatment and services. It is part of Amida Care’s broader effort to support the efforts of New York State to end the HIV epidemic in by 2030, through treatment, prevention, education, advocacy and empowerment. Follow the campaign at #NoJudgmentNoStigma.