not only was the PrEP campaign beautifully effective from an advertising standpoint, the community turned it into a MOVEMENT–which means it was EFFECTIVE AF.
The AIDS Foundation of Chicago wanted to target the demographics with the highest rates of new HIV cases per year: black gay men, black transgendered women and black cisgendered women. In a visual campaign that featured real couples, pathogenic language was paired with words like “heat” and “desire” to convey nothing should come between a couple in their most intimate moments–especially fear. The campaign combined expansive OOH executions, branded events and an active social media presence, using the #PrEP4Love hashtag to empower a community to “Catch Feelings, not HIV.”
- COPYWRITER; IDEATOR
- shakira seabrooks
- sandro miller