CHALLENGE:

Changing the harsh reality of how many men of color do not get tested for HIV and don’t know the importance.

SOLUTION:

Collaborating with The Cause Collaborative and Action for a Better Community, we developed a campaign, strategy and collateral to emphasize the importance of getting tested for HIV and protecting your community. The powerful messages Know your Status and Protect the Village are included throughout our digital (organic and paid social media, landing page), printed (posters, banners, signage) and swag materials including stickers, pop sockets, condom boxes, and t-shirts). We used peer brand ambassadors in the communities and strategic placement to help deliver the message in the communities.

STYLE:

Household blinds inspired the style, with the idea to stop hiding and do your part to protect the village. The dark colors, simple direct photography and lion illustrations show YOU have the power. In the campaign mark we’ve brought in the Adinkra symbol Owuo Atwedee which is the symbol for mortality symbolizing importance, further tying in the ABC brand. The mark uses the ABC brand colors and a modified version of their brand font to create a strong, bold, and memorable mark and campaign.

ROLL: 

Creative and Art Direction, Strategy, Design

Collaborators: The Cause Collaborative team: Founder Becca Delaney, Strategist Lauren Morgan, Writer Alexis Russel, Action for a Better Community Board members