Act Against AIDS is a national initiative launched in 2009 by the Centers for Disease Control and Prevention (CDC) and the White House to refocus attention on HIV and AIDS in the United States. Act Against AIDS focuses on raising awareness of HIV among all Americans and reducing the risk of infection among the populations disproportionately affected by HIV – gay and bisexual men, African Americans, and Latinos. AAA is an umbrella program that comprises multiple targeted social marketing campaigns for both healthcare providers and consumers and includes national and community partnerships. AAA and its campaigns use a comprehensive marketing and partnership development approach that includes traditional paid media, donated media, and community outreach. Each campaign leverages these opportunities, as appropriate, to extend the reach of campaign messaging, engage audiences in discussions related to HIV, and drive audiences to a wide range of testing, prevention, and treatment resources. By establishing innovative partnerships across a range of sectors, AAA has been able to expand campaign reach far beyond where more traditional approaches (e.g., paid media buys) would be able to reach. This panel will offer insights into how to effectively leverage unique media placements and partnerships to extend the reach of consumer campaign messages and materials.