In partnership with Crvena linija, we designed and implemented a national PrEP awareness campaign to strengthen health literacy, reduce stigma, and improve access to HIV prevention tools in Serbia. The campaign addressed the persistent gap between general awareness of PrEP and a clear understanding of its purpose, benefits, and responsible use, particularly among MSM communities and young people.

Using a social-media-first approach, we developed a dynamic visual identity and narrative concept that speaks the language of digital audiences. Through relatable illustrated dialogues inspired by everyday interactions on dating apps and social platforms, the campaign tackled common misconceptions—such as the belief that PrEP replaces condoms—and encouraged informed decision-making, open conversation, and testing.

With over 20 years of experience in advancing the rights and social inclusion of people living with HIV, Crvena linija ensured strong community grounding and sustainability. The campaign represents a scalable, replicable communication model on public health innovation, health equity, and stigma reduction.