Matrix Group Produces NAACP Video Addressing HIV/AIDS in the Nation’s African American Community with Gibraltar Associates

September 19, 2012

Matrix Group, a web design and development agency in the Washington DC area, in partnership with Gibraltar Associates, announces the release of the “The Black Church and HIV: A Social Justice Imperative”, a video created as part of the NAACP’s initiative to combat HIV in the African-American community. NAACP video screenshot



The United States, especially the African American community, is facing a health crisis in the form of HIV/AIDS. According to the NAACP, African American men make up 11% of the US population, but represent 42% of the new male HIV infections. African-American women make up 12% of the US population, but account for 64% of the new female HIV infections.  The NAACP launched an initiative to bring awareness of this crisis to the national forefront, and establish a means of addressing this social justice issue.

To kick off the campaign, they wanted to create a dynamic, powerful video that addresses faith leaders in African communities across the nation. The NAACP is working with the Black Church to encourage faith leaders to rally their parishioners to take a stand against the HIV/AIDs crisis.



To make this vision into a reality, Gibraltar Associates partnered with Matrix Group to create an inspirational video that not only addresses this national epidemic, but also evokes a sense of urgency and encourages African Americans nationwide to combat HIV in their communities.

Here’s what we did:

  • Constructed a video that layered the animations, inspirational music and a powerful voiceover talent, inspiring viewers to action against HIV.
  • Created and incorporated a series of animated infographics adapted from the still images and statistics provided by Gibraltar Associates. The infographics visually communicate the issue to faith leaders and parishioners in a dynamic, engaging way.
  • Integrated the online video into the national initiative’s multi-faceted campaign, reaching millions in its effort to create an HIV-free generation.

Gibraltar Associates, founded in 2007, is an award-winning public relations agency with offices in Washington, D.C., and Los Angeles.  Their longest-standing area of PR expertise is with healthcare, and they offer services in a wide range of traditional and up-to-date PR services.

The National Association for the Advancement of Colored People (NAACP) is the country’s oldest and largest civil rights organization.  Founded in 1909, the association aims to ensure the equality of rights of all people on political, educational, social, and economic levels, and to eliminate race-based discrimination.

See the video and read more about the initiative: