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.
This professional campaign titled 'I am a Work of ART' was published in United States in June, 2022. It was created for the brand: United States Department of Health and Human Services, by ad agency: Brunet-García. This Print medium campaign is related to the Health and Public Interest, NGO industries and contains 5 media assets. It was submitted about 2 months ago by Senior Art Director: Melissa Pierce of Brunet-García.
Executive Creative Director: Eduardo Sarmiento
Creative Director: Aerien Mull
Senior Art Director & Production Lead: Bronie Brunet
Art Director: Bianca Borghi
Copywriters: Aerien Mull, Bronie Brunet, Jack Twachtman
Account Executive: Anna Jaffee
Illustrator: Temi Coker
Photographer: Jeffery Salter
Production: Merge Studios