Aids Council of New South Wales
I’M PrEP’D
The Problem
PrEP can reduce the risk of acquiring HIV through sex by up to 99%, yet many people at risk were unaware of its benefits or hadn’t made it part of their daily routine.
The Idea
I’m PrEP’d. Rather than focusing on the fear of HIV, we made prevention something to feel confident about. A positive, empowering campaign encouraging people to take control of their sexual health and make PrEP part of their everyday lives.
The results
A campaign designed to raise awareness, challenge stigma and encourage more people to consider PrEP as part of their HIV prevention routine
Credits: Paul Bruce – Creative Director at INNOCEAN