The harsh reality of how many men of color have HIV and do not get tested.
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 were 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.
The style was inspired by household blinds, 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 blue and green as well as a modified version of their brand font to create a strong, bold, and memorable mark and campaign.
Creative and Art Direction, Strategy, Design