The Sex You Want

Integrated Campaign | Website | Animated Videos

With advances in HIV prevention such as PEP and PrEP, The Gay Mens' Sexual Health Alliance (GMSH) needed an updated, engaging resource on safer sex.

Our challenge was to cut through the complacency of a jaded audience with fresh, compelling content.

Eschewing photography, we created a dual-langauge, multi-faceted campaign based around original illustrations that helped us depict the true diversity of Ontario's queer mens' community.

Our innovative approach to sex ed also lent itself to showing medical imagery without the "ick" factor.

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My Role

Creative Director‍

- User experience design

- Script writing, storyboards

- Animation director

- Audio designer

AWARDS & PRESS

Platinum Hermes Creative Award
Gold MarCom Award
Webaward

An Illustrated Guide to Safer Sex

Visit thesexyouwant.ca (NSFW)

Meeting guys "where they're at" with pleasure-centric content, the website features animated videos, illustrated comics, and shareable infographics that combine education with relatable stories.

To develop our video scripts and refine our characters, we collaborated directly with multiple working groups of subpopulations, making them an integral part of the creative process.

"[These] authentic reflections of the target audience demonstrate organizational commitment to racial and ethnic diversity." —The Body

The Sex You Want achieved strong brand recall and was effective in prompting 37% of gay men in Ontario to reconsider their sexual health practices, according to a provincial study.

The campaign's website, which continues to be updated with new content, has won several design awards and was highlighted to the UN AIDS Committee as a successful HIV intervention.

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