Your Freedom

Developed to bring about a conversation to a stigmatized topic—HIV prevention―in a fun, bright, and comfortable way. Working with the DCHHS to create an integrated campaign that encourages you to be confident, proud, and most importantly stay HIV-free ― all because of PrEP. Our first challenge was to incorporate the PrEP pill visually in a design that would be seen across print + digital and stand out among other pharmaceutical campaigns. Working with the Dallas County brand guidelines to create a modern yet sophisticated campaign, :15 and :30-second commercials were created, scripted, and produced within a month’s time. Using a diverse group of individuals from advocates to actual PrEP users is seen in a black and white style commercial that includes handwritten fonts and the product itself into the design. Part of the campaign entailed working with influencers including The Dancing Diva of Texas, Kennedy Davenport, to bring the conversation up through Instagram posts + stories. A digital experience included a microsite used for informational purposes and also allows potential PrEP users to schedule an appointment directly with DCHHS. Understanding that their goal was to increase appointments, we tailored messaging to include direct ways to contact and to feel empowered to do so.