PROCESS BOOKLET
The research process was important for this project in order to fully understand the product and audience. With the help from Project HIM and researching other campaigns our team started generating ideas.
W H AT I S PrEP? H OW DO WE REACH T HE AUDIE NCE ? W H AT I S T HE M ESSAGE? H OW TO CO NVEY T H AT ME SSAGE ? W H AT DO PEO PLE NEED TO KNOW? W H O BENEF I T S?
The message is the center of the entire campaign. We wanted to highlight the accessibility of PrEP and ease of making it part of your everyday life. We also wanted a short message that would serve as a headline for the entire message. We decided on PrEP Talk because it suggested an open conversation. The biggest questions about PrEP are affordability and access to the medication so the rest of the message helped inform about those questions.
As a group we landed on a logo and look and feel. A problem we faced was wanting to use stock imagery with lifestyle photos but keep it from feeling cheesy. I helped come up with the color overlay treatment to make the photography feel like more of a texture rather than a focal point.
The look and feel of our content needed to look professional and reliable but also wanted it to be light hearted and stay away from looking clinical. We decided to add illustrations to achieve this.
Morgan and I did the social media portion of the campaign. We aimed to generate awareness through bold visuals and short messages. The channels we focused on were Facebook, Instagram and Twitter. The goal is to drive awareness and lead the consumer to more information on the website as well as contacting Project HIM.
Two examples of cover photos created for Project HIM Facebook Page.
Examples of the posts for Instagram, Facebook and Twitter.
KARA SCHLABAUGH 201 5