Do It Your Way. Do It Safe Way

Creative idea

Modern people are trying to find new forms in sex - threesomes, polyamory, open relationships, etc. Our goal was to increase knowledge about PrEP (as an additional way to protect against HIV) among young people. To tell that any sex is normal sex if it is safe, we created a series of 30 illustrations with different sex scenes and different characters of any sexual orientation and gender identity. The only thing that unites is the shape of the blue PrEP pill, which symbolizes protection.

Brand name: PrEP
Advertiser / client: Public Health Center, Ministry of Health of Ukraine
Product / service: PrEP
Campaign name: Do It Your Way. Do It Safe Way
Agency network: INDEPENDENT AGENCY
Agency: ANGRY agency, Kyiv
Creative director: Serhii Malyk
Art director: Inna Alimova
Copywriter: Serhii Malyk
Designer: Volodymyr Klimyk
Account director (agency): Dasha Anndriushchenko
Managing director: Inna Polshyna
Illustrator: Inna Alimova