Client
NYC Department of Health
My Role
Creative direction, directed photoshoots, assisted with casting talent, scouted locations and designed sets
Project overview
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
¡Listos! is the first-ever campaign promoting HIV prevention medication to Latinos.
The sex-positive campaign was developed and largely released in Spanish.
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