Los Angeles LGBT Center:
What R U Into? Campaign
Role: Creative Director, Design, Copywriting
Photography: Kyle Jackson
Graphic Design: John Palmer, Tod Barnett
Situation: The Los Angeles LGBT Center was launching a new health center in the city of West Hollywood to provide primary and sexual healthcare to the LGBTQ+ community. The goal was to create a sex-positive campaign that encourage all individuals to get the care they need.
Solution: Create a sex-positive campaign that would direct engage the community and get them in for care. Drawing off of language and iconography in “hook up” apps, the campaign posed the question: “What RU Into?” It showcased actual community members (not models), showing that you could be whomever you wanted to be without judgment or stigma.
Execution: Campaign conceptualization, outdoor campaign (bus shelters, billboard, signage, sidewalk), social media campaign, Icon-based language that people could customize on their images and then upload to their social media and profiles
Web and mobile sites were developed for the campaign. This included comps for a social media strategy, allowing individuals to upload their own profile file pics, and personalize it with the campaign assets, and share on social media.
Web and mobile banner ads developed to promote the campaign. Targeted advertising buys on Facebook, Grindr and Scruff.
Comps for sidewalk paintings along Santa Monica Blvd in West Hollywod.
Various print ads which ran in publications including Frontiers, Adelante, POZ, Vanguard
Comps for billboards and bus shelters scheduled to run on Santa Monica Blvd in West Hollywood and Hollywood.
Part of the brand strategy was to have Safer Sex Ambassadors working in the field, imparting knowledge and connecting clients to care.