Get Prepped

Creative Problem:

Planned Parenthood Federation of America needed a national campaign to raise awareness around PrEP and PEP — two medications that can dramatically reduce the risk of HIV transmission — at a moment when misinformation, stigma, and silence were still keeping people from accessing them. The campaign had to cut through shame-based messaging, reach both English and Spanish-speaking audiences, and feel genuinely inclusive and body positive rather than clinical or fear-driven.

Creative Solution:

"Sex Is Better When You're PrEPped" was a Federation-wide public health marketing campaign conceived and executed entirely in-house by the Planned Parenthood creative team. Deliberately sex positive, educational, and accessible, the campaign celebrated pleasure while centering harm reduction — reframing HIV prevention as an act of self-care rather than fear. Video production was supported by Cat Eye Pro, with photography by Kate Warren of Go Kate Shoot, all developed and directed by the in-house team.

My Role:

As Creative Director, I led the in-house team from concept through execution — shaping the campaign's voice, visual direction, and inclusive creative strategy across video, photography, and bilingual assets for both English and Spanish-speaking audiences nationwide.

© Planned Parenthood Federation of America 2019

Planned Parenthood team:

Senior Creative Director: Elizabeth Bawol

Associate Creative Director: Ande Hubbard

Senior Designer: Annie Pearlman

Writer: Holly Dunn

Brand Marketing Manager: Kyla Hsia

Digital Product Lead: Kevin Williams