I am committed to reducing racial inequities in HIV incidence through communication. Commercial marketers are highly successful at prompting people to purchase products, including those that are tasteless, odorless, colorless and virtually identical across brands. They brand and sell water. I believe that we can use the same principles and practices to improve health in Black communities and eliminate inequities in HIV, a defining problem of my generation. Using social marketing principles, behavior change and persuasion theories, I conduct rigorous, applied, collaborative research in service of improving health in marginalized communities and reducing disparities through strategic, often mass mediated communication. I have extensive training in communication science, mass media effects, persuasion and social marketing, all focused on psychosocial mechanisms of individual level behavior change. Through my research, I develops effective, rigorously tested communication interventions that address the psychosocial factors that shape the inequities experienced by Black people, respond to their needs and reduce HIV incidence. I have published in top-tier journals as sole and lead author, peer collaborator and faculty mentor. I have graduated and placed two PhD students: Yangsun Hong (PhD 2018, University of New Mexico) and Catasha Davis (PhD 2017, Frameworks Institute, Washington, DC) and led research teams. I regularly collaborate across disciplines and communities to develop rigorous, applied research that aims to improve health through communication.