PrEP Awareness Week sought to motivate at-risk gay men to get on PrEP to protect themselves from HIV. Over the last three years, the campaign starred top LGBTQ+ talent like Olly Alexander, Bimini Bon Boulash and Tom Allen. 

As Senior Strategist at Anatomy, I worked devised a multi-modal approach that spanned paid media, OOH, experiential and influencers, designed to reach users everywhere they are. When it came to executing, I managed all paid social and in-app advertising, and lead campaign reporting. In all the campaign has been a big success, each year driving an average of 25k new PrEP sign ups in just one week.

For 2023’s campaign, I identified the insight that the majority of the clinic’s new HIV diagnoses were in Portuguese speakers. As a response we developed OOH creative in Portuguese and bought sites around Elephant & Castle, a hub for London’s Brazilian community. The campaign was also translated into 9 other languages on digital.