
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 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.