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Grindr:
The Discreet Package
A purpose driven campaign aimed at reaching parts of the gay community that avoid HIV testing due to homophobia and stigma.
Role
Art Director
Designer
Copywriter
Challenge
People living with HIV still experience high levels of stigma, discrimination, and exclusion. For those who navigate their sexuality in secret, the possibility of facing homophobia and dealing with that stigma is a major reason to avoid testing.
Team
Brandon Murillo
No barrier between living and loving.
In association with the CDC, Grindr will make HIV home testing kits and safe sex tools available for their users free of charge during HIV/AIDS awareness month. These kits will be sent in discreet packaging to ensure the safety of those in the community who aren’t out yet.
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Inside the discreet package you'll find the HIV home-testing kit, a pamphlet education participates with HIV statistics and PrEP, cards to keep track of when you were last tested, and condoms.
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In social we tackled the stigma head on and went on a crusade to debunk it all, while also giving viewers real facts about the HIV virus.
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Out of home posters and banners play on the sensibilities of the grindr user base, and uses spicy headlines and relatable illustrations to trigger their curiosity for the campaign.
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Team
Brandon Murillo
Role
Art Direction
Designer
Copywriter
Brandon Murillo
Role
Art Direction
Designer
Copywriter