Kaiser Family Foundation - KNOW HIV/AIDS

 Problem: The Kaiser Family Foundation and MTV wanted to raise awareness among African-American and Latino youths about the rise of HIV/AIDS within their communities. 

Consumer insight: The target audience, 18- to 24-year-olds, people of color, were not only uninterested in HIV/AIDS testing, PSA messaging produced by other agencies were not resonating with them.

Solution: Edgy messages were created with risqué, in-your-face visuals that had stopping power. The subway, bus shelter and billboard campaign were placed in four markets: Chicago, New York, Atlanta and Philadelphia. The Kaiser Family Foundation reported a significant uptick in HIV/AIDS testing within the African-American and Latino communities in these cities immediately after this campaign ran.