The Department of Public Health–Seattle & King County wanted us to develop an extendable multimedia campaign to increase the frequency of HIV testing among men who have sex with men (MSM) in high-risk situations.
Creating an informative yet relatable campaign, Radarworks used identifiable humor to connect with respondents. Using the tagline “It’s the Little Prick You Can Deal With” and the playful use of a finger with a smiley face as a visual element, Radarworks humorously reminded the audience that HIV testing is easy yet urgent.
The “Little Prick” campaign increased awareness of HIV testing: 25% of all respondents said they would test more frequently due to the campaign, and 52% of respondents were encouraged to change their views on HIV testing. During phase one, respondents encountered the campaign through all aspects of media and received positive feedback regarding Radarworks’ approach to the subject matter.
Creative Direction & Design: Jim Li; Production Design: Julie Davidson
