HIV continues to be a serious health issue that disproportionately affects Latino communities in NYC. Many sexually active Latinos are unaware of the benefits of using pre-exposure prophylaxis (PrEP) a daily pill that greatly reduces the risk of HIV infection. The challenge was to create a sex-positive, culturally responsive social marketing campaign encouraging Latinos to consider taking PrEP as part of their sexual health plan. Photography by Adrian Buckmaster
Client: NYC Department of Health My Role: Creative Direction
¡Listos! is the first-ever campaign promoting HIV prevention medication to Latinos. The sex-positive campaign was developed and largely released in Spanish.