Do you know what PrEP is?
In 2018 Mexico Vivo a non-profit organization for the LGBTQ+ community brought PrEP, a medical care system to prevent and reduce HIV cases in Mexico. The first non-governmental program in Mexico City.
I was part of the creative process for the visual concept, tagline, and launching campaign strategy to send a clear message to the community.
I scripted, directed and supervised the final assets.
We cast average people who represented diversity and connected with the community. After that process we started filming and photo shooting for the digital campaign.
Fun fact: The effort that we made in digital was very impactful that the media started to talk about the program, and the campaign went from digital communication to printed media in hospitals.
Thank you! :)
Creative content: Miguel Josué González
Photographer: Roberto Chena
Video: Gabriel Ugalde
Postproducción: Marco Aguirre y Abraham Lafarja.
