The goal of the public awareness campaign launched by Santé publique France in late 2016 was to inform all men who have sex with men about the existence of a set of highly effective measures to curb the HIV epidemic. This article aims to describe the implementation of this campaign and present an assessment of its media and digital impact. While the campaign generated significant commentary, the topic of diversified prevention received little substantive coverage, as the debate focused on the visibility granted to MSM in the public sphere. On the Internet and social media, the results show average click-through, visit, and engagement rates higher than the French advertising market averages. While the internet and social media are effective tools for reaching MSM, it is difficult to address them in the public sphere due to opposition from groups that promote homophobic rhetoric and shift the debate toward issues of homophobia, at the expense of prevention issues. Strong mobilization by institutional and community actors is therefore necessary, both to shape the terms of the debate and to mitigate the impact of such rhetoric on those affected.