In collaboration with Dr. Jane J Lee and the University of Washington School of Social Work, the goal of this funded study was to test-drive what a successful campaign that would look like that would 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. 
In collaboration with Entre Hermanos, four rounds of focus groups were surveyed with visually different advertisements. The presentations provided valuable feedback that informed each iteration of design direction and the documented work established a strategy for a working campaign.
 For example, one focus group revealed the importance of language barriers - those who did or did not speak English. Another round revealed the existence of the stigma related to use of this type of contraceptive. 
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.  

This concept, dubbed "Tu Sabes" illustrates how  the need for language can be removed. Also, anyone that may be suffering from literacy issues may have a chance at gaining what this message is advertising.  Here again, colors were altered once or twice by the group trials - settling on removing any pink or red clothing from the two characters - one change I recall. 

Still here? Look around for a while...

Back to Top