San Francisco AIDS Foundation: Many Shades of Gay

The San Francisco AIDS Foundation wanted a way to connect with gay, and bisexual men, and encourage them to get tested for AIDS every six months. To facilitate this pro bono project, we created an integrated campaign and website that celebrated the broad diversity and colorful personalities within the LGBT+ community. Featuring a customizable avatar generator—with over six nonillion (that’s 30 zeros!) possible combinations, the site helped to spur conversation and help spread awareness. All together, the campaign was picked up nationwide by bloggers and news sites, and even championed on the government’s AIDS blog.

Billboards and coasters were distributed throughout San Francisco to help bolster awareness of the site.

The campaign was also supported by online ads in addition to reaching out to community advocates; including bloggers, national personalities and local celebrities.