Montefiore
Let’s talk about sex, baby
Specifically, safe sex. The Montefiore Health System in the Bronx needed to get the word out about PrEP, the HIV prevention pill. They wanted to reach young, LGBTQ+ people of color, which meant we needed to create something representative of this diverse audience. Thus, Be You. Be HIV Free. was born: a social-forward campaign that celebrates the power of individuality and promotes safe, judgment-free sex.
Branding
PSA
Website
video & photo