U.S. Department of Health and Human Services - READY SET PREP
I’m Ready Campaign
When taken as prescribed, the HIV-prevention medication PrEP reduces risk of contracting HIV by 99%. “I’m Ready” is a national campaign developed for the Department of Health and Human Services in support of Ready, Set, PrEP - a program that provides free HIV-prevention medication to people without health insurance. This campaign features real PrEP users who felt so passionately about the impact of the daily pill on their lives that they wanted to share it with their communities. Intimate black and white photographs highlight the stars in who they are, while interview-style videos lift their voices and allow their stories to be heard. These photos paired with handwritten type spelling out real quotes from the stars featured gives the campaign look a personal, visceral feel.
Within just four months of the campaign’s launch in November 2020, “I’m Ready” has garnered over 1.55 billion impressions, 200,000+ visitors to HIV.gov, and increased enrollments into Ready, Set, PrEP by 30%, reaching huge swaths of the demographic and working toward the goal of ending the HIV epidemic.
Concepting - Art Direction - Execution
AWARDS: Telly Awards - Gold (2021) | Angel Awards - Gold (2021) | District ADDY Awards - Silver & Gold (2021)
Testimonial videos taken from intimate interviews done with the stars of the campaign give firsthand insight and experience into the lives of people who have been taking PrEP as a way to take control of their health and safety.
