LGBTQ+ focused educational materials regarding sexual health.
The Massachusetts Bureau of Infectious Diseases and Laboratory Sciences (BIDLS), in collaboration with MORE Advertising, launched a multi-pronged public education campaign addressing Hep C, HIV, PrEP, and STDs/STIs within the LGBTQ+ community in 2023. I designed it to be inclusive, authentic, and visually appealing, and was challenged t0 develop a distinct style for each topic while maintaining a cohesive unity for the overall campaign.
Taking the lead in development after my concept was chosen, I directed a shoot with members of the local LGBTQ+ community, forgoing professional models to resonate more authentically. Materials were produced in English, Spanish, and Portuguese, and the photos were carefully distributed to be diverse and culturally reflective while minimizing repetition across the topics and languages. The campaign's vibrant colors and subtle layers necessitated close collaboration with the printers to ensure quality and consistency, which paid off with a flawless execution.
In total, over 150 unique deliverables were created and distributed to MA medical practices and hospitals, including posters, brochures, reference sheets, and wallet cards. The campaign's design received recognition from the Marcom Awards, Astor Awards, and Communicator Awards.
