Hearing and seeing personal inspiration: Personal PrEP journeys by social media influencers enhanced with personal quotes as graphics

Background: Only one in four people at risk for HIV currently use PrEP. The HHS Ready, Set, PrEP (RSP) program provides free HIV prevention medication to people without prescription drug insurance.

Program background:

The goal was to encourage people 18-34 from underserved communities to take control of their sexual health by confronting and dispelling the stigmas surrounding PrEP use by highlighting the physical and emotional benefits of the medication.

The government program was a highly innovative effort to address the inequity in PrEP prescriptions, and as such, promoting RSP required an approach distinct from previous HIV campaigns. We needed to translate the feelings that come with taking control of one's own sexual health—freedom, celebration, potential—in a captivating manner that would amplify the effect of the testimonials.

The I’m Ready campaign stands out by using bold, vibrant colors and personal quotes rendered in customized handwriting. We shot dozens of interviews with real PrEP users from priority communities to highlight their personal PrEP journeys. We multiplied the impact of the interviews by turning the stand-out soundbites from our talent’s own words into larger-than-life graphic emphasis around them as they spoke. The custom hand-done font that was developed added personality and authenticity while passing readability and compliance—staying true to the vision we had proven was effectively resonating with our audience through initial concept testing. Ultimately, the portrait imagery combined with graphic call-outs of first-person storytelling featuring authentic universal truths proved effective and memorable.

Evaluation Methods and Results: N/A

Conclusions: N/A

Implications for research and/or practice:

Testimonials by LGBT individuals of color about HIV prevention medications help convey the benefits of PrEP while celebrating individuality and culture. Video stories enhanced the testimonials with with black-and-white imagery and accompanied by participants’ empowering quotes celebrate the positive emotions that come with taking control of one’s sexual health.