OraQuick HIV Self-test — Make it Easier

The Opportunity: Conversations around HIV testing feel too serious and stigmatized to start, especially among high-risk groups and low-income populations.

The Insight: People avoid serious conversations not because they don’t care—but because they don’t know how to begin them. People are more likely to engage in serious topics and conversations once we lighten the mood.

The Campaign: Make it Easier — Reduce the stigma and increase the awareness of HIV self-testing by launching a social-first campaign designed to make starting the conversation feel easy.

My Role: Contributed to concept development and campaign direction, shaping a social-first approach to increase engagement and accessibility.

AD: Jason Ziemba, Gwenn Lundy / Strategy: Nick Swartz / Project Lead: Michelle Gaynor Concept collaboration: Amena Naik, Kate Wilder, Joe Cutuli

Awards: 2022 Gold Communicator Award / 2022 Silver Davey Award

Klunk and Millan Advertising

Digital / Social