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The NYC Health Department developed an aggressive local strategy to align with the statewide plan to end the HIV epidemic in New York State by 2020. A key component of this strategy includes scaling up the agency’s social marketing efforts and implementing sex-positive media campaigns that effectively promote biomedical HIV prevention options – including PrEP, PEP, and TasP – and prevention of other sexually transmitted infections (STIs). Learning objectives for this webinar will include: 1. Describing the key considerations for developing a social marketing campaign and how to apply them to your jurisdiction. 2.Identifying strategies for developing and utilizing focus groups. 3. Distinguishing inclusive, sex-positive messaging from fear-based messaging.