Latinos are disproportionately affected by HIV; they make up 16 percent of the U.S. population, but account for 21 percent of new HIV infections. When it comes to HIV testing and care, Latinos face three major obstacles: lack of access to health care, fear of stigma, and low perception of HIV risk. And once they are diagnosed with HIV, barriers to treatment often include lack of health insurance, difficulty navigating the U.S. health care system, and a shortage of culturally competent health care facilities. To help address these barriers, long-time client the AIDS Foundation of Chicago retained PCI to strategize and manage a four-year (2014-2017) digital marketing and traditional advertising campaign to help connect Mexican men in Chicago with culturally relevant messages and visuals about the importance of HIV testing and care.