Alternative title: ORGULLOSAMENTE PrEPARAD@
Category: Health
Media: Film
Brand: CDPHE
Agency: Amélie
Geo: United States
Advertising Agency: Amélie Company, Denver, USA
Chief Creative Officer: Pat Feehery
Art Director: Jennie Jarzabek
Copywriter: Rachel Edwards
Designer: Daniel Alfonzo
Account Executive: Jana Schneider
Account Supervisor: Brenna Hersey
Account Services Supervisor: Newton Moreira
Account Executive: Kevin Reza
Language Supervisor: Victoria Mendoza
Production Company: Mentalounge
Published: September 2017
Synopsis:
One case of HIV is diagnosed in Colorado each day. In early 2017, the Colorado Department of Public Health and Environment tasked Amélie with helping to eradicate this epidemic by raising awareness in the LGBTQ community about PrEP, the daily pill that is over 90% effective in preventing HIV. To tackle the first step in behavior change, Amélie created "Proud to be PrEPPED," a campaign that put people and their real-life stories in front of the camera to break down the stigmas that discourage some from getting on PrEP. The "Proud to be PrEPPED" campaign used video, social posts and a robust website to show how PrEP keeps communities health and poised to end HIV once and for all.
Capitalizing on creative assets from "Proud to be PrEPPED," Amélie then developed a new iteration of the campaign that would resonate with a Spanish-speaking audience. We collaborated with ATA-certified Hispanic marketing agency, Hispanidad, to transcreate the campaign materials to make it more culturally relevant to this particular audience. The Spanish campaign, ORGULLOSAMENTE PrEPARAD@," features videos, print ads and a robust website using the same form and function as ProudToBePrEPPED.com, with content tailored for the Latino community.