THE GLOBAL FUND: #CAVAYOURSTATUS

HIV awareness and testing campaign targeted at urban South African youth.

The Global Fund through its South African implementation arm Nacosa commissioned Fixer for the development and roll out of an HIV awareness and testing campaign targeted at urban South African youth. Our entry point was to create a brand that would resonate the urban youth demographic and intentionally not look or feel anything like the existing HIV awareness / NGO / Donor / Public Health aesthetic.

We needed to create a youth relevant brand that did not feel like an imposter within the pop culture space and that provided an authentic platform for audience ownership, participation and stakeholder collaboration.

By mimicking the SUPREME box logo, we intentionally hijacked a global youth brand phenomenon, unapologetically localizing with vernacular and then literally turning the fatigued red HIV ribbon icon on its head. #CAVAYOURSTATUS: A brand, a call to action and campaign messaging apparatus in one