PrEP 4 Love.

The stigma of HIV, especially in the [Gay and Heterosexual] African American community, has sustained negativity and fear, marking those as targets for ostracization. But marks arent always bad. Our challenge was to provide support, encouragement and life changing information to a community that has been marginalized. 

 

To show that the mark that you carry can represent all of the wonderful things that come along with human connection, and to help take away much of the fear and negativity associated with HIV. We created tension
by pairing love language alongside words that are most commonly associated with disease. These beautifully captured [by Sandro Miller] real-life couples provided a different perspective to the conversation of HIV - we should be focusing on the protection of our personal health and of those we love.

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The strategy worked explosively—clinic inquiries surged 300%, while our ads drove 5M+ impressions in three months. More than an awareness campaign, this Cannes Lions Grand Prix winner became a national model for how to combat stigma with unapologetic creativity, proving public health messaging could be both visceral and vitally effective.