Organizing to End Black and Brown HIV NOW

The Southern Black Policy and Advocacy Network (SBPAN) hired Impact Marketing + Communications (Impact Marketing) to reinvigorate the visual identity and messaging of their “End Black HIV NOW” campaign. Supported by new funding from the U.S. Department of Health, Health Resources and Services Administration (HRSA) and the Centers for Disease Control and Prevention (CDC)’s Ending the HIV Epidemic (EHE) initiative, SBPAN and Impact Marketing developed a county-wide campaign that would elevate new voices in the fight to end the HIV epidemic in Dallas County, TX. The campaign, called “Organizing to End Black and Brown HIV NOW in Dallas County,” brings together voices from local Black- and Brown-owned small businesses, community-based organizations, healthcare organizations, the Dallas County HIV Task Force, the Dallas Black Chamber of Commerce, and SBPAN staff, many of whom have been directly impacted by HIV. Impact Marketing created a brand identity for the campaign, including a logo and stylescape mood board to establish the design look, feel, and language. Impact Marketing developed a dedicated webpage, crafting both web copy, graphics, and programming. In addition, Impact Marketing developed photoshoot recommendations to inform the original photoshoot along with graphical assets and messaging, inclusive of a social media toolkit. Messaging and social media graphics were used across the community and by collaborative partners to communicate urgency and action while creating a sense of community empowerment. It was important to the campaign that it look, feel, and communicate in ways authentic to the Dallas community and support localized and grassroot efforts and fill gaps in existing public health messaging. This included messaging that engaged community members as advocates, and to see themselves as part of the solution, and part of a larger movement—together.