PrEP CAMPAIGN PROCESS BOOK ALECIA MCEACHRAN
RESEARCH HISTORY OF HIV/AIDS When did it surface in the US? First known cases found in gay men in NY and CA HIV/AIDS first came to light in the early 1980’s How it came to be is subject to debate (believed to have been transferred from monkeys to humans in Africa) Spread through travel Gay sexual revolution played a large part in taking the virus worldwide Increase in availability of heroin in 70s stimulated the growth of intravenous drug use and sharing unsterilized needles helped pass HIV along Blood transfusions became routine and donors were paid to give blood (which attracted intravenous drug users) People were unaware how easily HIV could spread so blood donations were unscreened and sent worldwide, giving many the HIV virus http://www.avert.org/origin-hiv-aids.htm What were the early attitudes? Fear surrounded the emerging HIV epidemic Very little was known about how it was transmitted which made people scared of those infected Key affected groups: men who have sex with men, people who inject drugs, and sex workers Stigma and discrimination is directed towards these people simply because others disapprove of their behaviors Participants who reported high levels of stigma were over 4 times more likely to report poor access to care – contributes to the expansion of HIV epidemic Unwillingness to take an HIV test means that more people are diagnosed late (makes treatment less effective, increases the likelihood of transmitting HIV to others, and causes early death) Stigmas and discrimination consequences: Loss of income and livelihood Loss of marriage and childbearing options Poor care within the health sector Withdrawal of caregiving in the home Loss of hope and feelings of worthlessness Loss of reputation http://www.avert.org/hiv-aids-stigma-and-discrimination.htm
What is HIV/AIDS? What does it do to the body? HIV (Human Immunodeficiency Virus) is a lentivirus (slow virus) that attacks the immune system HIV causes AIDS (people diagnosed with AIDS test positive for HIV and people without HIV do not get AIDS) STAGES: Acute infection Large amounts of the virus are being produced in your body Develop flu-like symptoms The virus uses CD4 cells to replicate and destroys them in the process Your CD4 count can fall rapidly The infected cells lose their ability to do their job in the immune system and the body then loses the ability to fight many infections Clinical latency HIV reproduces at very low levels May not have symptoms May live with clinical latency for several decades with treatment Without treatment, this period may last an average of 10 years (some may progress through the stage faster) Aids Without treatment, people typically survive 3 years More severe symptoms such as rapid weight loss, recurring fever, night sweats, extreme tiredness, swelling of lymph glands, long term diarrhea, sores of the mouth, anus, or genitals, pneumonia, blotches on or under the skin, memory loss, depression, etc. https://www.aids.gov/hiv-aids-basics/just-diagnosed-withhiv-aids/hiv-in-your-body/stages-of-hiv/ https://www.aids.gov/hiv-aids-basics/hiv-aids-101/signsand-symptoms/
BROCHURE INFORMATION
What is PrEP? PreExposure Prophylaxis is a once a day medication taken to reduce the risk of becoming HIV positive. It must be taken before coming in contact with HIV to reduce the risk of infection. Truvada is the only medication currently approved by the FDA to be prescribed as PrEP PrEP interferes with HIV’s ability to copy itself in your body after you’ve been exposed, which prevents it from establishing an infection. PrEP does not protect against any other STDs It takes PrEP seven days to become fully effective Who should take PrEP? If you are HIV negative and can answer ‘yes’ to any of the questions below, you may want to consider PrEP. Do you use a condom sometimes or not at all? Have you had any STIs in the past year? Do you bottom? Have you taken post-exposure prophylaxis (PEP) in the past year? Are you in a sexual relationship with an HIV-positive partner? Do you have more than one sexual partner? Are you having sex with someone whose HIV status you don’t know? Are you potentially exposed to HIV through injection drug use? Do you exchange sex for drugs, money, housing, or any other need? Contact a Prevention Specialist at Project HIM to get a PrEP Consultation and determine if you are a good candidate for PrEP. If you are HIV negative and are worried about your chances of getting HIV, you may want to consider PrEP. To learn more about if PrEP is right for you or to schedule a free confidential HIV test, visit projecthim.org or call 515248-1595.
Why take PrEP? With 50,000 new HIV infections each year in the United States, and no cure or vaccination available, prevention is key. PrEP can reduce your chances of getting HIV and is even more effective when combined with condoms and other prevention tools. 99% effective if taken 7x a week 96% effective if taken 5x a week 76% effective if taken 2x a week PrEP only has minor short-term side effects, which include nausea, vomiting, dizziness, headache, and fatigue. These problems typically arise in the first week or two and disappear shortly after. What are the costs? If you have insurance: Low or no co-pay If there are costs to you, those costs can be covered through Gilead Co-pay Assistance Coupon Card Visit www.GileadCoPay.com or call 1-877-505-6986 for more information and to see if you are eligible. If you don’t have insurance: Low or no co-pay Gilead U.S. Advancing Access Program provides assistance to patients who do not have insurance or who need Financial assistance. They provide assistance for those eligible and who cannot afford to pay for TRUVADA. To learn about eligibility, contact Advancing Access at 1-800-226-2056. Partnership for Prescription Assistance (PPA) Program is designed to help uninsured Americans get the medicines they need at no or low cost. Call toll-free 1-800-4PPA-Now (1-800-477-2669) or visit www.pparx.org to see if you qualify.
LOOK & FEEL
These are the colors we chose for our campaign. We wanted to use neutral colors in order to appeal to our audience.
Panton Thin Panton Regular Panton Black The typeface we chose for our campaign is Panton. It has a wide variety of variations to use as well.
The name of our campaign is PrEP Talk. This is our logo which uses the typeface and main color of our campaign.
These are some examples of the stock imagery we chose for our campaign.
Examples of our imagery style using a color overlay.
Examples of our illustrations that are to go along with our images.
BROCHURE INSPIRATION
This NYC PrEP & PEP brochure was the inspiration for the size, folding, and look of the brochure. We wanted to create a smaller brochure, rather than the normal long ones. We also wanted to stray away from a tri-fold and instead went with this method of folding, as it is more intriguing and allows for a more interesting division of information, as you can see here with the PrEP and PEP.
INITIAL IDEAS My initial idea for the brochure was to create a box with cards that will have some basic information on them. The box can also fit a condom to be put in the Project HIM condom dispensers.
The first thing I did was to create a template for the box and cut it out to see how it would fit together. I also cut out the cards that would go inside.
This is my first iteration of the cards for the box. I wanted to use tabs with icons for the different cards, which talk about what PrEP is, why to take it, who should take it, and what it costs. These include the most basic information about PrEP to create awareness and let people know a little about it. This was created before we nailed down the imagery of our campaign, so it includes mainly just the information.
INITIAL BROCHURE
Pre-Exposure Prophylaxis is a once a day medication taken to reduce the risk of becoming HIV positive. It must be taken before coming in contact with HIV to reduce the risk of infection.
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Truvada is the only medication currently approved by the FDA to be prescribed as PrEP.
WHAT IS PrEP?
PrEP interferes with HIV’s ability to copy itself in your body after you’ve been exposed, which prevents it from establishing an infection.
Truvada •
WHY TAKE PrEP? With 50,000 new HIV infections each year in the United States, and no cure or vaccination available, prevention is key. PrEP can reduce your chances of getting HIV and is even more effective when combined with condoms and other prevention tools.
99%
96%
76%
effective if taken 7x a week
effective if taken 5x a week
effective if taken 2x a week
WHO SHOULD TAKE PrEP?
•
If you are HIV negative and can answer ‘yes’ to any of the questions below, you may want to consider PrEP.
PrEP does not protect against any other STDs It takes PrEP seven days to become fully effective
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WHAT ARE THE
COSTS?
Do you use a condom sometimes or not at all? Have you had any STIs in the past year? Do you bottom? Have you taken post-exposure prophylaxis (PEP) in the past year?
If you don’t have insurance:
If you have insurance:
Low to no pay
Low to no pay
Gilead U.S. Advancing Access Program provides assistance to patients who do not have insurance or who need Financial assistance. They provide assistance for those eligible and who cannot afford to pay for TRUVADA.
If there are costs to you, those costs can be covered through Gilead Co-pay Assistance Coupon Card
Are you in a sexual relationship with an HIV-positive partner? Do you have more than one sexual partner? Are you having sex with someone whose HIV status you don’t know? Are you potentially exposed to HIV through injection drug use? Do you exchange sex for drugs, money, housing, or
Visit www.GileadCoPay.com or call 1-877-505-6986 for more information and to see if you are eligible.
To learn about eligibility, contact Advancing Access at 1-800-226-2056.
SIDE EFFECTS
any other need?
To learn more about if PrEP is right for you or to schedule a free confidential HIV test, visit projecthim.org or call 515-248-1595.
Partnership for Prescription Assistance (PPA) Program is designed to help uninsured Americans get the medicines they need at no or low cost. Call toll-free 1-800-4PPA-Now (1-800-477-2669) to see if you qualify.
PrEP only has minor short-term side effects, which include nausea, vomiting, dizziness, headache, and fatigue. These problems typically arise in the first week or two and disappear shortly after.
The brochure started off looking like this. I didn’t have a front or back cover yet. I was just adding in the content and some images. I didn’t end up printing this version out either.
SECOND BROCHURE BOX
In this version of the brochure box, the tabs went away because I figured it would be easier and cheaper to not have to cut each of those out and they weren’t completely necessary. Once I got the brochure mostly complete (as seen on the next page), I was able to incorporate the same look, through the imagery, illustrations, and color overlays, from those to these cards.
SECOND BROCHURE
Front and back covers
In this version of the brochure I changed a lot of things. I reduced the color pallette from four to two colors. I based this idea off the NYC PrEP & PEP brochure so that the left side was one color and the right side was another. I also switched to having all the content in the secondary inside pages and just using big, bold images in the primary inside pages.
Primary inside pages
Secondary inside pages
FINAL BROCHURE
Front and back covers
This is the final version of the brochure, which didn’t change a whole lot from the second iteration. Here I finally created the front and back covers. The front cover uses the same image color overlay as the rest of the campaign and also includes our logo with the PrEP Talk cut out, much like in our social media materials. I made some minor changes to font sizes and placement of type as well as switched out three of the images to better fit with the content.
Primary inside pages
Secondary inside pages
FINAL BROCHURE BOX
This is the final version of the cards for the brochure box. The only change was the switching out of two images, much like in the brochure, to better fit with the content.
Instead of having a box to hold these cards, I decided to change it to a pillow pack. These will be easier to print and create in bulk. They will easily fit a condom in them with the cards and will work well for the condom dispenser.
FINAL THOUGHTS How has this project changed your thinking about a public health campaign? How has this project changed your thinking on what constitutes a public health campaign? Since I have never worked on a campaign before, it was very different to see all the parts come together. There is a lot of work to be done in a campaign and I feel that having an overall consistency throughout the whole campaign is important, but also one of the more difficult parts when you are working with other people because everyone has different ideas and you must work together to come up with one consistent theme and look. Public health campaigns are spread throughout many different platforms. When I think of a campaign, I forget what all goes into it (social media, websites, print materials, participatory projects). You need to make sure your overall look fits in with all those platforms. Did you have a different creative process than before? I feel as though I did more research on this project and went back and forth between research and brainstorming than I normally do. I feel as though this is because it was a more ‘real life’ type of project. We had to make sure our ideas matched what the client wanted and what was going to work out in the real world. We were trying to make people aware that this product exists and that is a hard thing to do. Seeing as it is a campaign relating to HIV, it must be done in a way that people do not feel threatened or afraid of it. Did you add anything new to your process? In my process for this project, I had more collaboration with others. Although I was doing more of my own thing with the brochures, I had to make sure that I communicated with others about the look of our campaign. Since I haven’t worked on a group project like this before, that made the process change quite a bit. We had to work together to get a consistent theme and look which meant that we had to communicate with each other more throughout our process. Did you try something new or did you rely on previous successes? My brochure was primarily influenced by a previous PrEP & PEP brochure that we felt was very successful. Most medical brochures are very content oriented and very bland. This brochure was bright, bold, and included large imagery to grab the viewer’s attention. This was the basis for my design. I wanted to keep the content to a minimum and grab the viewer’s attention with the colors and imagery.
Did you experience any failure? I went through several different iterations of this project and experienced some things that I decided to do differently as I went on. I realized later on that some of my ideas would not be as easy or cheap to create, so I changed it up a little bit to make the printing and cutting process easier. Although these may have been failures in the beginning, I feel as though my final piece became much stronger in the end. Did your research influence any of your decisions, any group decisions? If yes, what decisions and why? If not, explain why? We researched campaigns that are out there now and what works, mainly the birth control campaign. That campaign was very similar as it was something that people were unaware of at first and that was a controversial product. This definitely influenced our decisions. We wanted our campaign to be light and not be based on scare tactics. We noticed that the most successful campaigns are light hearted and grab people’s attention with catchy sayings and images. What impacted you most about this project? I was impacted by the whole idea behind the campaign. It was a product that I had not previously heard of and it was neat that I was going to be a part of something that was going to reach a wide audience and that was an important matter. PrEP could help so many different people and I think it is such a great product that people should really know about and have the option of taking if they want. What was the most challenging part of this project? Finding the right images to use in the campaign seemed to be the hardest part of this project. We wanted to find images that didn’t feel too posed or too stereotypical. We wanted imagery that drew the viewer in and grabbed their attention. Since I was working on the brochure, imargery was an important part of that. I needed images to fit the different ideas that I talked about in my brochure. We also wanted to think about the client and try to keep their costs low as well. Did you print and test your designs out before presenting to the class or client in context? Yes, I printed out my designed and critiqued them. Since I was working on print materials, printing them out was an important step. Since the final piece will be printed, it was important to see what they would look like as a final piece. This helped me to see minor errors or inconsistencies that I could fix.
What did you take away from this project? (Creatively, knowledge wise, process wise) This project was very different than any other project I had worked on before, mainly because it was more of a group effort. My process was definitely different because of this, but it was a very good experience to have. Being able to work in a group on a large project is important because it is something that you will experience in the real world. Communication and collaboration are two things that I will take away from this project that will help me later on. What were your initial thoughts and feelings at the onset of this project? I was a little nervous and overwhelmed at the beginning of this project. It seemed like a large task for such a small group to create this campaign on such a short deadline, seeing as we had to create a theme, look and feel, find imagery, come up with content, and create materials for multiple different platforms. How did they change by the end of the project? Towards the end of the project I felt much better about the whole thing. The group worked well together in deciding the look and feel and the whole idea behind the campaign. We all seemed to do well at making our pieces fit into that idea. I was a little skeptical about my pieces at first, but they seemed to come together well in the end. How will you take what you learned or experienced from this project and apply it to your future work? This project gave me great experience of working with a group on a large project. In my future work I will be sure to communicate with others. If you had 5 more weeks to work on this project what would you do? If I had 5 more weeks, I would have liked to make different iterations of my pieces with a little bit of a different look so as to have more of a variety of materials to give to people. I would have also liked to research imagery a little more, as that seemed to be one of the last steps we worked on as a group. What is one way you would assess the effectiveness of the project? How to assess or evaluate the success of this project? After seeing the final product, I feel as though this campaign will be successful. We have covered a number of different platforms that will give Project HIM the opportunity to get the word out about PrEP to a wide audience.