I was hired by Activate Brands to Art Direct and design a campaign for HIV testing and awareness catered to the Hispanic gay community of Seattle Washington, and surrounding areas. This project is organized by the University of Washington, and Seattle's LGBT Hispanic organization Entre Hermanos. I was provided with a creative brief with the creative direction, and the name of the campaign as result of a collaborative effort with Activate brands and Costa Rican copywriter Gabriela Ocampo.  The name Tu amigo PP was given to the campaign, and it means Your friend PP.  PP is pronounced pepeh in spanish and its a nickname for Jose (a name that is very common in Hispanics) The concept of the name is also the initials for privacy and protection keywords that are strongly related to the campaing. PP is a character embodied by a young hispanic male, who is there to help anyone who needs guidance in protection from HIV, guidance for HIV positives in to live a good life and someone who is trustwothy.

To me it is very fulfilling to work on a project that helps other people who are in a disadvantaged situation, and it was a great opportunity to use and develop my skills on a project that has multiple media.

For the logo, I created a character using a photo of a young Hispanic male model as a reference, blending character design and branding skills.

The PP initials were customized, using a rounded stile that makes it look friendly and contemporary.

As a result of focus group testing, people were more interested in a vibrant color palette that looks more cheerful instead of working with a serious and clinical feel as most HIV campaigns use.

Three fonts are used consistently throughout the whole project.

Supporting characters were designed to help PP's cause, and to make it more diverse and interesting. These characters were helped by PP and now they are his friends, giving a positive example of becoming part of PP social circle.

A website was designed using all of the initial elements consistently using a style that is clean and easy to navigate, with a slider of photos and drawings, and a Post Secret section for those who want to share their experiences anonymously.

A Facebook page is also used to provide information that is available while using this social media.

Web advertising is also used to spread the campaign using Mood Marketing strategies.

Mobile is a very important media for advertising on this campaign. As result of research, the target audience uses smart mobile phones to browse the internet on their spare time.

Print media is also used on this campaign and posters were designed to advertise this campaign in gay bars and clinics.

Drink coasters were designed to advertise the campaign as well, and will be given at gay bars and clubs in the Seattle area.

Custom condom packets are also part of the campaign, and free condoms will be given at clinics were the campaign is supported.