PAHO, UNAIDS, UNICEF

Turning public health
into a real conversation.

The World AIDS Day identity for Latin America and the Caribbean, built around two speech bubbles.

3languages across the region
3UN organisations
1identity, whole region

ClientPAHO, UNAIDS, UNICEF

RoleCreative direction, identity

Languages3

RegionLatin America and the Caribbean

The brief

The Talk To Me Openly campaign on the PAHO website

Context

PAHO invited Upaya to create the visual identity for its World AIDS Day 2019 campaign for Latin America and the Caribbean. The campaign needed to talk to young people about prevention, testing, care and stigma in a way that felt safe, direct and human.

The campaign identity, built around two speech bubbles

The challenge

Talking openly about HIV inside a health service was still hard for many young people. Fear, stigma and judgment often got in the way before the first question was even asked.

Campaign posters with real questions in speech bubbles

The idea

The identity was built around 2 speech bubbles. One represents the young person seeking care. The other represents the healthcare provider. The conversation itself becomes the identity.

Two young people reading the HIV prevention guide on a phone

My role

PAHO created the concept. At Upaya I led the creative direction, designed the logo and the speech-bubble identity and guided the visual system across the campaign.

I also adapted and produced assets in 3 languages for multiple countries in the region.

The work

We created a flexible visual system and a full set of campaign materials across posters, banners, social media, video and healthcare settings, in 3 languages for multiple countries in the region. The speech bubble carried the logo, framed the messages, made room for portraits and worked at every size, from a phone screen to a clinic wall.

Results

The numbers

0languages across the region

0speech bubbles as the whole system

0UN organisations behind the campaign

0World AIDS Day, 2019

Impact

The campaign gave young people the words for questions they were already carrying, and gave healthcare providers a clearer way to open the conversation.