Context
Between 2006 and 2015, AIDS detection rates nearly tripled among young Brazilian men. By 2017 Brazil accounted for 40% of new HIV infections in Latin America, while open talk about sexuality grew rarer in schools and media.
The problem
Young people were getting HIV information from anonymous, often absurd questions on internet forums, not from schools. UNAIDS Brazil needed to reach them on YouTube, without campaign language.
The idea
A box built from the internet’s most bizarre HIV questions, sent to YouTubers to answer on camera. The cards, the forfeit tokens and a retro phone for calling a doctor turned it into a dare.
My role
I ran this campaign on my own for UNAIDS Brazil, hired directly by Daniel de Castro, the communications director. Concept, art direction, copywriting and the idea for the game box itself, including sourcing the questions.
I also handled production, sourced the physical elements and ran the print production.
