APRETUDE UNBRANDED CAMPAIGN CONCEPT | BE THE CHANGE
Apretude is the first injectable PrEP, launched in 2022 by ViiV Healthcare.
the ASK: Create an uplifting HIV prevention and PrEP awareness campaign that celebrates joy, focusing on communities most affected by HIV.
the IDEA: BE THE CHANGE spotlights CHANGEMAKERS at the nexus of sexuality, HIV activism, art, and queer culture who have made a powerful impact on their community and in the world. It invites people to join the change and BE THE CHANGE by protecting their sexual health by using PrEP and helping make HIV extinct.
AMA SIN FRENOS features King Noire — a philosopher, award-winning writer, entrepreneur, ethical pornographer and adult performer, global sex positive activist and educator focused on decolonizing sexuality.
IT’S SEXY TO BE SAFE features Jasmine Noire — a licensed clinical therapist, entrepreneur, award-winning ethical adult film director and performer.
PROTEGETE PAPI features Alok Vaid-Menon — a writer, performer, activist, artist, internationally-acclaimed gender non-conforming powerhouse who’s toured in more than 40 countries, and creator of #DeGenderFashion — an initiative to degender the fashion and beauty industries.
MAKE HIV EXTINCT features Kia Labeija — an acclaimed multi-disciplinary fine artist, ballroom legend, former Mother of the House of Labeija, HIV activist, who has been HIV positive since age 3. Staunch advocate for underrepresented communities, especially people living with HIV/AIDS.
PROTECT YOUR PLAY features Tiq Milan — a journalist, media maker, human rights activist, leading LGBTQ+ advocate fighting for trans equality. His work has been featured in The New York Times, Rolling Stone, The Source, Vibe, CNN, NBC, and more.
