Since July 2022, frayintermedia has been providing communication and media services¬† for the Joint United Nations Programme on HIV and AIDS Eastern and Southern Africa (UNAIDS ESA), sharing the crucial message of ending AIDS as a public health threat by 2030 and raising the region’s profile through organic social media campaigns. We have also contributed to shaping opinion pieces, drafting press releases, securing media interviews, and organising media briefings. Our efforts have significantly increased the visibility and impact of UNAIDS ESA’s work, as evidenced by the substantial growth in social media engagement and media coverage.