Entre Hermanos PreP Campaign

In collaboration with Entre Hermanos and the University of Washington, this project was a conceptual study in what a successful campaign would look like to promote the use of "PreP Pill" among the LatinX community, a group currently experiencing a high infection rate of HIV and other sexually transmitted diseases in the Washington state area. See captions on each concept for more information.

Important concern coming from group feedback - being casted as "looking" homosexual. Intentional photography selection here to suggest an attractive, youthful man of any sexual orientation.

This direction promotes the simplistic safety that the pill carries, and suggested potential hashtag #Prepworks. Campaign colors started out with reds but gradually are toned down after feedback rounds. Text reads: "My favorite sexual position is the safest one. PrepWorks"

Options explored ranged between illustrations to actual photography. Influential factors that informed revision work ranged from use of popular slang in the Spanish speaking community, specific color selection or preference, and lifestyle, tone, and situational aspects.

This iteration was one of the two favored among the groups. The text reads: "Hey boy, take charge of your life with PreP - Be your own hero. Stay safe!" The takeaway here: lead with humor mixed with courage to protect yourself.

Photo of a Latin-looking male with an aloof, almost unfriendly facial expression. Tagline suggests is he a: "Slut (easy) or Ready (protected)?" and subtext reading: "Emilio takes PrEP".

The second favored design direction - the main header reads: "For love, for me, for him, PrEP pill". After a few other photos used - this one was the most favored among all focus groups - for the realistic, unfiltered look of the men. The words in the sub text: "Always, free and confidential" were also important to the viewers.

PS: This one above is/was the winning art direction.

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