The Chicago PrEP Working Group (CPWG) launched PrEP4Love, a citywide, sex-positive media campaign designed to increase awareness of PrEP (pre-exposure prophylaxis), a daily HIV prevention pill for HIV-negative people.
Photography with the tagline “One pill. Once a day. Protect against HIV.” is displayed in ads throughout Chicago on CTA trains and buses, as well as in an interactive, heated bus shelter at State and Lake streets that will be going up soon.
The campaign also includes a large online advertising component anchored by the PrEP4love.com website. PrEP4Love focuses on Chicago communities that are especially vulnerable to HIV, including young gay and bisexual Black men, transgender women of color and Black heterosexual women. The four pairs of models featured in the campaign were discovered through a community model search.