Context
AIDS diagnoses among young Brazilians had climbed for a decade. Most turned first to the internet, where reliable information was hard to find.
The problem
Institutional HIV information reads like a pamphlet. Someone who just tested positive wants someone who has been there.
The idea
A reality-format series rather than a health campaign. Real people living with HIV answering the direct questions a newly diagnosed person has, filmed at home in São Paulo.
My role
I led the campaign identity and the site frontend with the dev team, worked on art direction and video, cast the influencers and was on set.
