PrEP for Life:
SwissPrepared and Les Enfants Unite for Change
Les Enfants Agency proudly presents its campaign for Swiss PrEPARED, a brand at the forefront of HIV prevention. With a low awareness and stigmatized view of PreP in Swiss society, the need for an impactful and enlightened campaign was eminent.
The Challenge
Turn statistics into action
Understanding the audience was our first step, backed by a Swiss survey that highlighted a dire need for PrEP awareness, especially among young men and non-German-speaking communities. Our goal was to turn statistics into action and give PrEP a new narrative.
Our Approach
A four-pillar strategy
We adopted a four-pillar strategy focusing on Stigma, HIV, Lifestyle, and PrEP itself. Addressing the needs and knowledge gaps identified in the survey, we delivered a holistic communication strategy to diverse target groups.
Creative Direction
Inspired by Edgar Degas’s words, “Art is not what you see, but what you make others see,” we chose flat design for its simplicity, legibility, and objectivity. Born out of Swiss design traditions, this approach ensured a functional and aesthetically pleasing visual language.
Messaging
Our punchy taglines, such as “Prep for fun,” “Prep for life,” and “Prep for love,” were enhanced by the use of slang words in Swiss German, Italian, French, and English to embody various sexual acts. This multi-lingual approach ensured the campaign resonated with Switzerland’s diverse population, breaking down linguistic barriers while adding a layer of relatability and authenticity.
The Impact
Not only did we hit all target metrics, but we also laid the groundwork for a significant change in the public perception of PrEP. The campaign has helped Swiss PrEPARED break free from the traditional limitations and stigmas associated with HIV prevention.