About PrEP4Love

The goal of the PrEP4Love campaign is to improve awareness of PrEP throughout all communities in Chicago, but particularly among those who are most vulnerable to HIV.

About the PrEP4Love Campaign

Who is the campaign for?

The PrEP4Love campaign is designed to engage with all communities in Chicago. There is a special focus on the most vulnerable groups in terms of HIV, including young gay and bisexual black men, transgender women of color and heterosexual black women. The campaign is especially for people who may not always wear condoms.

Who developed the PrEP4Love social marketing campaign?

The PrEP4Love campaign is an effort led by AIDS Foundation of Chicago (AFC) and the Illinois PrEP Working Group (IPWG). The IPWG is a coalition of more than 300 individuals representingIllinois organizations and clinics that provide PrEP services, conduct PrEP education and navigation, perform PrEP research and engage in PrEP advocacy. The goal of the IPWG is to improve awareness of, and access to, PrEP for those most vulnerable to HIV.

AFC and IPWG secured pro bono and volunteer services from four creative agencies: Leo Burnett, Starcom, Spark and Razorfish. These four sibling agencies have provided creative services, media strategy and website development for the campaign under the auspices of Égalité, the LGBTQIA business resource group of Publicis Groupe. AFC and the IPWG also thank QNA for its research efforts conducting community focus groups in Chicago. AFC and the IPWG are deeply appreciative of the amazing skill, passion, vision and dedication these agencies brought to the entire process.

The campaign has been supported by the Alphawood Foundation, the Chicago Department of Public Health, and the thoughtful contributions of numerous individuals. PrEP4Love plans to launch a Latinx-specific component to the campaign in the second half of 2018.

Extensive community input, including focus groups, helped shape the campaign.

To learn more about the IPWG and the PrEP4Love campaign, contact Jim Pickett at jpickett@aidschicago.org.

To learn more about AFC, visit www.aidschicago.org

What is the background on the PrEP4Love theme?

Love is contractible. Lust is transmittable. Touch is contagious. With PrEP, people can catch feelings, not HIV. The PrEP4Love campaign highlights the experiences of the heart and flesh that HIV has kept people from fully embracing — until now. With honest and visceral photography by award-winning photographer Sandro, we are showing how Chicagoans can love, explore and touch freely because of PrEP.

Pleasure and intimacy are important reasons human beings have sex, whether that sex is with a partner in a long-term relationship or with someone you’ve just met, whether you are monogamous or not, whether you are looking for someone special or playing the field. AFC and the CPWG feel it is important to position PrEP in a sex-positive way.

We hope the campaign increases PrEP awareness within our communities and helps people decide for themselves about this important prevention option.

The PrEP4Love campaign is brought to you with love by members of the Chicago PrEP Working Group: