Developed by:
Cliff Quicksell, MAS
Creative Director iPROMOTEu
Bridging Diversity and Controversy
Client Brief: The Whitman-Walker Clinic, an AIDS Outreach Clinic in Washington,
DC, was presented with a challenge of trying to recruit volunteers to deliver their
outreach message to two audiences, (Hispanic and African-American).
Volunteers would present workshops and in-home seminars to voice their message,
on the importance of safe sexual behavior in order to prevent the spread of the
HIV | AIDS virus.
Objective: To create an incentive for volunteers to join forces with The Whitman-
Walker Clinic and to stay with the project through its completion. It was also very
important to bridge a message of continuity, cleanliness, hygiene, and accountability.
Execution & Strategy: Given the volunteers would be out on the street, we wanted
to have something that was highly visible and identifiable to the respective audiences.
Several pieces of apparel were given to the volunteers each week of completion.
These included caps, sweatshirts, notepads, tote bags, jackets, and t-shirts all
emblazoned with the campaign logo. To further the look, we presented two sets
of artwork, one in English and the other in Spanish. White material was used to
denote cleanliness.
Overall Results: They exceeded their goal of volunteers and received a commitment
to be involved in subsequent campaigns.
high-risk
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