PrEP Aware Week Campaign 2023
Client Category: Government; Nonprofit
Service Category: Graphic + Web Design; Social Media + Awareness Campaigns; Marketing + Communications Strategy; Photo + Video; Writing + Editing;
Impact supported the New York State Department of Health AIDS Institute for PrEP Aware Week 2023. We worked with the AIDS Institute and eight New York state-based collaborative and nonprofit agencies to create campaign branding, including a campaign theme and tagline, campaign logo, and marketing messaging. The 2023 theme “PrEP is for Every Body” references two social movements: sex positivity acknowledging that all consensual sexual activities are fundamentally healthy; and body positivity, celebrating all bodies, regardless of size, shape, skin tone,gender, and physical abilities.
Social Media Samples
Impact conducted original photo and video shoots of ambassadors from across the state. Collectively, they reflect the spectrum of people who can benefit from using PrEP. In addition to being featured, these influencers agreed to share their perspectives on their personal social media platforms. There remains persistent stigma around using PrEP so it was important to share the voices and stories of real people and to do so in a way that was empowering. Impact also designed a dedicated website prepforsex.org with downloadable campaign videos, social media, and other digital graphics. For easy replication, we created a social media toolkit with instructions and messaging. This allowed partnering organizations to place ads on TikTok and Instagram. The campaign T-shirts worn by agency partners generated excitement, awareness and knowledge of PrEP for HIV at their in-person community outreach events.
