U.S. Department of Health and Human Services - READY SET PREP

I’m Ready Campaign

Public health campaigns can feel clinical and impersonal, especially when they're talking about topics that carry stigma. For Ready, Set, PrEP, a federal program providing free HIV-prevention medication to eligible people without health insurance, we wanted to make something that felt human first.

The "I'm Ready" campaign centers on real PrEP users and the reasons they've chosen to take control of their sexual health. Rather than speaking for them, the campaign gives them space to tell their own stories.

As the art director, I worked with the creative and production team to develop and execute a visual approach built around intimate black-and-white portraits, handwritten quotes, and first-person storytelling. The creative carried across photography, testimonial videos, social, and print, giving the campaign a recognizable identity without losing the individuality of the people featured.

MY ROLE | Campaign Concepting · Art Direction · Creative Execution

The impact

Within four months of its November 2020 launch, the campaign generated:

• 1.55 billion+ impressions

• 200,000+ visits to HIV.gov

• 30% increase in Ready, Set, PrEP enrollments

AWARDS: Telly Awards - Gold (2021) | Angel Awards - Gold (2021) | District ADDY Awards - Silver & Gold (2021)