PYP Foundation
National campaigns that gave HIV awareness a face, a voice, and a mentor.
Role
Founder and creative lead, FAIR RODGER (agency of record)
Years
2011 to 2014
Scope
Campaign concepts, brand identity, talent and shoot direction, events
Partners
Adam Bouska (NOH8 Campaign); digital agency Social Driver
The challenge
Stigma kept people from talking about HIV at all. The foundation needed work that made the issue personal and hard to look away from.
The idea
Give the conversation a face. Three campaigns, three different doors into the same message: everyday people, public figures, and a mentor for anyone who needed one.
HIV Ends With Me Because
A national photo campaign I co-created with Adam Bouska, the photographer behind the NOH8 Campaign. Everyday people wrote their reason on a sign, and the campaign drew attention from members of Congress and local leaders from California to Florida.
Break the Silence
A video series that brought together well-known personalities from very different backgrounds to talk openly about HIV and AIDS, before influencer campaigns were the norm.
BuddyPlus
Brand and launch for a 24/7 national hotline connecting HIV-positive young people with mentors, so everyone had someone to turn to. Congressman Mark Takano endorsed it as the first national buddy system for young people living with HIV.
What it built
National attention from members of Congress, California to Florida
Endorsed by Congressman Mark Takano
Three campaigns: photo, video, and a national hotline
Campaign event in Downtown Indianapolis