Cause Marketing Entry - Take PrEP: Take Charge!

Take PrEP Take Charge! An HIV Prevention Awareness Campaign Communicator Awards Marketing & Communication Media Type Design & Print - Cause Marketing Rutgers School of Nursing | François-Xavier Bagnoud Center 1

Background Information The Take PrEP & Take Charge campaign was created by stigma is a barrier that prevents people at risk for HIV from the François-Xavier Bagnoud Center (FXB Center) at the accessing the care they need to stay healthy and prevent Rutgers School of Nursing and launched on July 1, 2024, HIV transmission. Recent data shows that women account through funding from the New Jersey Department of Health. for greater than 20% of new HIV diagnoses in New Jersey, The campaign objectives are to 1) increase awareness about and greater than 80% of HIV acquisitions among women PrEP among the target audience and 2) drive the target are attributed to heterosexual contact with a male partner. audience to the endHIVnj.org website for information and With PrEP, women can take charge of their sexual health. resources. The campaign is targeted to Black and Hispanic However, most women do not know what PrEP is, and if heterosexual cisgender women, ages 18 and up, who live in they do, they do not think it’s for them. Most of the PrEP nine cities in northern New Jersey. marketing is for men who have sex with men or transgender women; heterosexual cisgender women are largely left out of PrEP is for people who do not have HIV. It is a medication the conversation, the images, and the messaging. The Take that is a safe and highly e昀昀ective way to prevent HIV; it PrEP & Take Charge campaign aspires to change that. can be taken discretely without fear or shame. HIV-related

Take Charge Pran Bagay yo an Men Multilingual tome el control Ad Creatives Take Charge English • Spanish • Haitian Creole Pran Bagay yo an Men tome el control Take Charge Pran Bagay yo an Men tome el control Rutgers School of Nursing | François-Xavier Bagnoud Center 3 Take Charge Pran Bagay yo an Men tome el control

Series: You Never Know Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 4

Series: You Never Know Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 5

Series: You Never Know Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 6

Series: You Never Know Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 7

Series: Protect Our Future Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 8

Series: Protect Our Future Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 9

Series: Protect Our Future Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 10

Series: It’s Not Just For Men Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 11

Series: It’s Not Just For Men Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 12

Series: Show Yourself Some Love    some love  Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 13

Series: Show Yourself Some Love Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 14

Series: Illustration Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 15

Series: Illustration Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 16

Series: Illustration Spanish Haitian Creole Rutgers School of Nursing | François-Xavier Bagnoud Center 17

Transit Ads Rutgers School of Nursing | François-Xavier Bagnoud Center 18

NJ Transit: LinkNWK Kiosk Rutgers School of Nursing | François-Xavier Bagnoud Center 19

NJ Transit: Newark Penn Station Display Rutgers School of Nursing | François-Xavier Bagnoud Center 20

NJ Transit: Bus Exterior Rutgers School of Nursing | François-Xavier Bagnoud Center 21

NJ Transit: PATH & Light Rail Platforms Rutgers School of Nursing | François-Xavier Bagnoud Center 22

Rutgers University Campus Bus/Shuttle Rutgers School of Nursing | François-Xavier Bagnoud Center 23

Rutgers University: Camden Bus Interior Rutgers School of Nursing | François-Xavier Bagnoud Center 24

Billboards Rutgers School of Nursing | François-Xavier Bagnoud Center 25

Billboards Rutgers School of Nursing | François-Xavier Bagnoud Center 26

Prints Rutgers School of Nursing | François-Xavier Bagnoud Center 27

Prints: Apparel Rutgers School of Nursing | François-Xavier Bagnoud Center 28

Prints: Posters Rutgers School of Nursing | François-Xavier Bagnoud Center 29

Prints: Palm Cards Rutgers School of Nursing | François-Xavier Bagnoud Center 30