OraSure Technologies is working with GolinHarris and Zer0 to 5ive as it launches the first in-home test for HIV.
OraQuick, which hit retail shelves and was made available for online sales on Oct. 9, has recruited Magic Johnson and former Miss Universe Dayana Mendoza as celebrity endorsers.
Johnson, who is HIV-positive, appeared on “The Daily Show” on Oct. 10 pitching the test, noting African-Americans and Latinos make up half of all new HIV/AIDS cases.
The test utilizes an oral swab and produces results within 20 minutes, according to the company.
GH has worked with the company since the FDA approved the test for over-the-counter sales in early July. OraSure said 25M units have previously been sold in the professional market to doctors and clinics.
Zer0 to 5ive managing principal Jennifer Moritz handles OraSure and leveraged Mendoza for National Latino AIDS Day on Oct. 15.