I am a Work of ART

Despite major advancements in care for HIV, the treatment rates for the populations that are disproportionately affected still lags behind the national average. The US Department of Health and Human Services needed to reach these groups with the lifesaving news that antiretroviral therapy (ART) can help them achieve an undetectable viral load.

Our audience research suggested that the most effective approach was to lead with authenticity and factual storytelling. So we partnered with activists and organizations to tell the stories of real people who were successfully receiving treatment, showing how ART allowed them to get back to living life on their terms.

Our campaign turned the abbreviation for antiretroviral therapy (ART) into a celebration of self-expression, an affirmation of self-worth, and a reminder of the importance of care: “I am a work of ART.”

The visual approach was as artistic, bold, distinctive, diverse, loud and proud as our subjects. The illustrated portraits were brought to life through partnership with multidisciplinary artist Temi Coker, who turned our subjects into living works of art. The message was clear: An HIV diagnosis doesn’t define you, and ART is your way to take back control of your life.