Let’s Stop HIV Together Campaign

Client

U.S. Centers for Disease Control and Prevention’s Let’s Stop HIV Together (Together) Campaign

Roles

Art Director // Digital Design Strategist // Graphic Designer // Illustrator // Motion Designer

Problem

Despite significant advancements in HIV prevention and treatment, the United States continues to face persistent challenges in reducing new HIV infections, improving access to care, and addressing disparities among disproportionately affected communities.

Key barriers include lack of awareness about HIV prevention methods such as PrEP, social stigma that discourages testing and treatment, and healthcare disparities that limit access to essential services in high-need communities. Additionally, misinformation and discrimination contribute to ongoing transmission and inadequate engagement in care.

Goal

Alongside the Ending the HIV Epidemic initiative, reduce new HIV infections by at least 90% by 2030 by expanding testing, ensuring linkage to care, increasing the use of preventive strategies, and fostering inclusive and stigma-free environments.

Action

One of the first things we set out to do is consolidate and refine the brand system across the campaign to rely on a consistent visual language. Previously campaign materials were individually branded across several sub-campaigns, which diluted the strength of Let’s Stop HIV Together’s authorship.

We also began refining the tone and visuals with our digital presence on social media and paid advertising with a system that could scale from constrained to flexible.

Digital Presence

Paid Advertising

We created for efficiency and scalability of our digital campaigns. This allowed for greater creative output in short timelines, but also promote brand recognition.

Social Media

We aimed for for experimentation, play, and relevance. This would allow us to appropriately respond to trends and awareness days.

Paid Advertising

A) Ribbon Swish

The frame of the banner content is a close crop of the Together Red Ribbon to create a uniform tie to the Together visual system across both Core and special initiative ads.

B) CTA Button

The CTA/Button utilizes black to stand out against the red and draw attention to the interactivity of the ad, driving the user to the where the link leads to. On special initiative ads the button will be red to tie back to Together.