![](https://cdn.myportfolio.com/28aa7252-8fda-4d68-a87b-0c40289101d6/05064d32-bae1-4d8c-96a0-19f3b096a2ad_rw_1200.png?h=df18391009d29a81d44d0295c1245c8a)
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.
![](https://cdn.myportfolio.com/28aa7252-8fda-4d68-a87b-0c40289101d6/58aa5675-19b5-45a6-b2bc-d8eaab05f057_rw_1920.jpg?h=ebd50eb020d88401acf71061efc67317)
![](https://cdn.myportfolio.com/28aa7252-8fda-4d68-a87b-0c40289101d6/94e2df59-5d59-48a6-ade2-a077992dc363_rw_1920.jpg?h=2618726f3c19f38b3680e7587daf3c5f)
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.
![](https://cdn.myportfolio.com/28aa7252-8fda-4d68-a87b-0c40289101d6/1db93bbf-ada8-4301-a849-6f3cc7ec2a9e_rw_1920.jpg?h=c0037799d08c11ce221e0ee65df99c44)
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".
![](https://cdn.myportfolio.com/28aa7252-8fda-4d68-a87b-0c40289101d6/061ab611-8b1e-4916-bbd2-2858dd13c6db_rw_1920.jpg?h=9ff97659d7e8f138034a5bce2b71bde0)
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.
![](https://cdn.myportfolio.com/28aa7252-8fda-4d68-a87b-0c40289101d6/8c4a0a78-742b-42da-978c-4bce19950b24_rw_1920.jpg?h=b3ed2d2a651b9c792218ffef776cd5bc)