Brand identity for Terrence Higgins Trust’s campaign ‘It Starts With Me’ which aimed to raise awareness of HIV testing in the UK. The underlying concept was to highlight individuals who have taken their responsibilities into their own hands with new treatments. The look & feel needed to be contemporary, avoiding traditional cold clinical styles. Imagery direction was to be brave, strong and optimistic.
Identity based around an abstract speech bubble, deliberately simple and legible for all social media use
Poster with individual story, plus apps
Campaign was rolled out on a very large scale
Linked identities to use for sub-campaign during HIV testing week
Follow-up after the campaign was successful
