amfAR The Foundation for AIDS Research
A viral PSA exploring consent, communication, and safety through the lens of popular activists, celebrities and sexologists. This campaign garnered over 20M impressions and was organically featured in Paper, OUT, and iD (among others).
amfAR needed a social media campaign that would engage their audience, increase their social following, and raise awareness for their life-saving work.
We created a vibrant PSA campaign that partnered amfAR with the top voices in the sex-positive space. Then we custom designed a line of condoms with playful graphics and shot each influencer with a condom that represented their view point. We interviewed each creator about the importance of safe sex, pleasure and power and then paired the imagery with their insightful quotes. The combination of the bold creative direction and thought-provoking messaging created exceptional content, meaningful digital dialogue and massive social impact for both amfAR and our celebrity and influencer ambassadors.
We provided full-service partnership across ideation, strategy, casting, creative, pr, and production for this viral, national ad campaign.
All-tier casting and partnerships brokerage from celebrity collaborators and influencer ambassadors.
Managed all talent social promotion strategy and execution, garnering 20M impressions, 8M organic reach and an 8.2% increase in social media following for amfAR.
Full-service executive production including logistical planning, budgeting, insurance, creative crew sourcing, and art direction.
Curated talent interviews to deliver highly shareable quotes that garnered national press attention and sustained culturally impactful social media discussions.
Ideation, graphic design, and production of custom condoms for campaign promotion.
