WORLD AIDS DAY

INTEGRATED AWARENESS CAMPAIGN

Brief

Develop a World AIDS Day campaign that balanced hope with urgency while encouraging people to seek HIV treatment sooner. The campaign needed to resonate across multiple formats while remaining optimistic and medically accurate.

Thinking

Rather than focusing on fear, the campaign celebrated the future people could still build with treatment. Bold headlines, optimistic imagery, and inclusive casting helped create work designed to stop busy urban audiences without feeling clinical.

OOH details

Designed for high-speed viewing, the outdoor campaign relied on oversized typography, optimistic messaging, and diverse casting to create immediate impact across billboards and transit placements.

Agency
Havas Health

Contribution
Concept, Art Direction, Design

Creative Team
Copywriter: Matthew Beck

PRINT details

Print executions expanded the campaign into healthcare environments, giving readers more time to absorb educational messaging while maintaining the campaign's visual consistency.

Agency
Havas Health

Contribution
Concept, Art Direction, Design

Creative Team
Copywriter: Mathew Beck

SOCIAL details

Platform-native posts and short-form content extended the campaign into daily digital behaviors, adapting the messaging for engagement without losing the campaign's optimistic tone.

Agency
Havas Health

Contribution
Concept, Art Direction, Design

Creative Team
Copywriter: Mathew Beck