The sex-positive campaign, developed with partner Weber Shandwick, was launched last January and used raw, real language to get people’s attention and spur conversation about PrEP (Pre-exposure prophylaxis). PrEP involves taking a medicine once-daily that, if used correctly, has been shown to reduce the risk of HIV infection by up to 99 percent.
The F*ck w/o Fear campaign won 2017 Best In Show award as well as PRism Awards in the categories of diversity communications, integrated communications, marketing nonprofit/education, and public service nonprofit/education.
“It’s been an honor to partner with the Center on this critically important campaign to motivate people to explore the use of PrEP to protect themselves from getting HIV,” said Jim Wetmore, an executive vice president with Weber Shandwick.
“HIV/AIDS has affected each and every one of us in some way,” Wetmore added. “It has been especially gratifying for our team to be able to help make a difference In our community as we work to end HIV transmission.”
The campaign aimed to combat misconceptions about the safety and effectiveness of PrEP and the belief that it is unaffordable. PrEP is now covered by most insurance plans and for those who are uninsured, the Center helps to make it affordable through patient assistance programs.
The Center also makes transportation assistance available for those who don’t live close to the Center’s facilities in Hollywood and West Hollywood.
After a free PrEP consultation, which can be scheduled online, most people are able to leave with a prescription.
A close look at PrEPHere.org, the campaign website, includes an online tool to help gay and bisexual men determine how strong a candidate they are for PrEP.
The campaign was comprised of various events and grassroots advertising, in Spanish and English, to reach those most at risk, including:
- Outreach through: community events, Center programs that particularly serve transgender women and young men of color, and the Center’s Mi Centro facility in Boyle Heights.
- Geo-targeted digital advertising and print ads
- “Paint the Town Blue” – On January 8ththe Center launched the campaign in partnership with bars in West Hollywood and Hollywood. Dozens of staff and volunteers circulated through bars providing patrons with information about PrEP. The blue theme of the night hints at the blue color of the PrEP pill.
- Banjee Ball sponsorship – A vogue dance and runway event with live music performances. A cultural movement birthed out of the Black LGBT community, chas become a cherished space for young gay and bisexual men and transgender women of color.
- Andrew Christian “Fearless F*cker” T-Shirts – An Andrew Christian-designed “Fearless F*cker” t-shirt for purchase at his flagship boutique in West Hollywood. All net profits from the sale of the $25 t-shirt went to support the Center’s PrEP services.
About the Los Angeles LGBT Center
Since 1969 the Los Angeles LGBT Center has cared for, championed and celebrated LGBT individuals and families in Los Angeles and beyond.
Today the Center’s more than 600 employees provide services for more LGBT people than any other organization in the world, offering programs, services, and global advocacy that span four broad categories: Health, Social Services and Housing, Culture and Education, Leadership and Advocacy.
For More information: lalgbtcenter.org