PROBLEM: Awareness campaigns for Aids seemed to have decreased over the years. In a society where “casual dating” is a social norm, people do not seem to think about the consequences.

 

SOLUTION: Create a campaign around the idea of not knowing who was under the covers before you. With the use of original photography (provided by Mariah Wild), to create shock value and bring attention to the idea that you never really know the past of the one you are laying with. The components of the campaign included print advertisements, bus shelter poster, handouts that would be passed out on the street, a viral video (storyboard), and a web banner.