Reducing the stigma associated with HIV through a campaign focused on autonomy and empowerment.
To reduce stigma around HIV and encourage people to get tested, Ingham County Health Department (ICHD) partnered with Redhead to develop a public awareness campaign. Extensive research, including focus groups and first-person interviews, inspired “This Is Life With HIV”: a campaign showcasing that people living with HIV are people first, and that life with HIV can remain vibrant.
Custom photography of local individuals living with HIV and their stories informed website content and design, billboards, booklets, social posts, and guerrilla marketing tactics. The campaign emphasized accessibility and support, empowering the community to prioritize testing and treatment.
weekly impressions across 10 billboards.
one-on-one interviews with people living with HIV to gather stories and perspectives.
