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Shifting the tone of HIV awareness

Client: AZ Dept of Health Services

Role: ACD, Sole Copywriter


ADHS needed to launch an HIV awareness campaign that would not only provide community outreach and education but also promote regular HIV testing as a normal part of everyday wellness. Forget scaring or shaming people out of getting tested, we wanted this to be a judgment-free zone. After all, HIV prevention isn’t about who you are, it’s about what you know.


The campaign was a national success. It was featured in the New York Times and Adweekand generated a 1,206% increase in web traffic. The number of visitors searching for HIV services in Arizona grew by 66.31%. Social content including YouTube videos and interactive Snapchat filters extended reach even more.


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