PrEP WISDOM WITH MICHELLE VISAGE
When we were tasked with creating an unbranded campaign to encourage people to learn more about PrEP, the brief felt familiar: educate audiences so they can make informed decisions about HIV prevention. But when we looked at the landscape, we saw more of the same. The category was dominated by either earnest messages about empowerment or highly sexualized creative. So we took a different approach.
We injected much-needed wit, humor, and camp into the conversation, creating a bold visual identity designed to stand out in a sea of sameness. At the heart of the campaign was a larger-than-life "PrEP Mama", Michelle Visage, serving up PrEP wisdom with equal parts sass and substance. By making education entertaining, we transformed a healthcare message into something people actually wanted to engage with.
The campaign included six core assets across TV, OLV, and social media, supported by additional audio spots and display banners.
