Community conversations
Organized small-group discussions with women from different neighborhoods to hear real concerns, questions, and preferences for receiving information.
Health care worker interviews
Spoke with clinic staff and HIV specialists about common misconceptions patients had, capturing insights to clarify in campaign copy.
Empathy-driven messaging
Created a tone guide emphasizing warmth, respect, and straightforward language that addressed the unique health challenges facing Black women.
Consistent multichannel framework
Planned a cohesive communication approach across bus ads, social media, and an easy-to-navigate landing page for deeper information about PrEP.
Emphasis on building trust
Integrated supportive quotes from local advocates and respected community figures to validate the information and reduce skepticism.
Landing page overhaul
Streamlined web copy, replaced medical jargon with plain language, and highlighted personal stories, making PrEP feel approachable and relevant.
Outreach kits
Developed conversation scripts and quick FAQs for churches, beauty salons, and community centers, reflecting real user questions.
Targeted advertising and billboards
Coordinated design and placement of brief, visually impactful ads featuring original art of Black women artists from Chicago.
